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Head of Justerini & Brooks’ Rare & Collectable Whiskies, Tod Bradbury, guides us through the world of investment whisky

Interview by Will Halbert

Justerini & Brooks have quite the heritage. They’ve supplied fine wines and spirits to every successive British monarch since the coronation of King George III in 1761. Today, they foster strong relationships with some of the world’s most renowned distilleries, enjoying access to the finest whiskies from the four corners of Scotland. We sit down with Head of Rare & Collectable Whiskies, Tod Bradbury, to talk about single casks, ghost distilleries, and solid investments.

First off, how does one go about selecting a whisky for a client? What sort of pointers do you use to guide your selections?
I often ask a range of questions and try to build their taste profile. For example, I will find out the types of food they enjoy, whether or not they like bold or more subtle flavours, what type of cheese, for instance. I also think tea selection helps too – Lapsang Souchong, Earl Grey, Classic English Breakfast or any other fruity combinations, can really help me understand what whiskies I think they will most enjoy. Of course, there are always other considerations – some of my clients will be looking for age statements or bottles from specific distilleries.

Justerini & Brooks is renowned for its personalised, face-to-face interactions. How have you adapted this over the ongoing pandemic? For me, it’s really important to keep speaking and engaging with our customers, especially in a world that’s moving ever more online. As a personalised service is still very much at the heart of what we do, we have adapted these interactions digitally. 

At the moment, we have a rare whisky experience called ‘The Ultimate Rare Whisky Offering’. Customers can purchase any one of the whiskies that I have handpicked, including bottles from Brora, Port Ellen, Johnnie Walker, and Talisker – a great selection for any collector. They are then invited to receive a bespoke Justerini & Brooks whisky tasting kit with four specially selected drams from some of Scotland’s most famous distilleries as well as a limited edition whisky journal created by Smythson, to compile whisky notes and document their own whisky journey. As part of the offering, customers will be able to attend a virtual whisky tasting with me, where I can guide them through the selection.

Is whisky something to be savoured or invested in? Are some whiskies typically stronger investments than others?
It’s to be savoured and enjoyed if you ask me. If 2020 taught us anything it is to make the most of moments with friends and family – sharing rare whiskies is certainly part of that! Clearly, some people will want to save their best whiskies for a rainy day or a special occasion. 

As for investments, I would pick Scotch (obviously), anything from our Ghost distilleries of Port Ellen, Brora, Glenury Royal, or Convalmore. Other great investments include the likes of the mighty (and meaty) Mortlach and the waxy Highland style from Clynelish.

Are there any particular bottles you’ve been enjoying over the ongoing lockdown?
The Ghost & Rare Collection from the Johnnie Walker range has been a key staple for me. Alongside the Lagavulin Jazz Edition, the Royal Lochnagar Selected Reserve, and Royal Lochnagar 17-Year-Old. These are all wonderful whiskies to enjoy and savour.  

Some of the Rare & Collectible selections go for some hefty prices. For the uninitiated; what circumstances drive the price of a bottle into these higher price brackets?
Most Ghost [closed] distilleries can command a premium in the marketplace at the moment. As well as any Cask of Distinction bottling, as they are incredibly rare. That being said, well-known distilleries such as Talisker and Lagavulin, alongside high age and low bottle runs can also come with aspirational pricing. Single cask bottlings tend to carry a higher premium than the main releases. 

Of course, for the ultimate collector, buying by the single cask is the pinnacle. There is nothing more personal or bespoke than buying your own unique cask of whisky and having it bottled to your precise specifications. This is often a once in a lifetime opportunity

Bottles this rare typically have some incredible stories to go with them. Do you have any personal favourites? Any stories that resonate with you?
One of my personal favourites is the story of Captain Robert Barclay, the man who started Glenury Royal, the now silent distillery. He was famously fond of a challenge and one of Britain’s first sporting celebrities. Never one to shy away from a bet, his most notable wager was walking 100 miles in 1000 hours for 1000 guineas in 1809. Arguably one of the first ‘extreme walkers’. I also love the story of the MacAskill brothers, who rowed over to Skye and established Talisker. They used to float the casks out to sea in order for the whisky to reach the ships that would then be transported across the country. 

And finally, are there any emerging trends for the rest of 2021 that we should keep an eye out for?
I think a continued appreciation for the Ghost distilleries alongside the kings of the portfolio like Lagavulin, Mortlach, and Clynelish. The reopening of the Brora distillery has certainly shaken things up, too. There will be huge interest in vintage bottles from this distillery for both new and seasoned collectors.

Check out more from Justerini & Brooks here.