Spirited Investments
Tod Bradbury, Head of Rare & Collectable Whisky at Justerini & Brooks, talks us through the wild and wonderful world of whisky collecting
words & interview by Will HALBERT
With over 250 years in the business and a collection of over four thousand wines and spirits from the greatest Châteaux, estates, domaines and distilleries in the world, Justerini & Brooks has unbeatable direct access to some of the world’s rarest and most collectable liquids. And as Tod Bradbury tells us, that’s particularly true of its collection of rare and fine whiskies. EJ
First off, tell us a little about yourself and what sparked your interest in whisky in the first place?
My interest in whisky really began with my grandfather, he was instrumental in bringing Johnnie Walker to Africa in the 1950s. Because of this, whisky was always part of the conversation at home. I grew up in a small town called Crieff, which housed the oldest distillery in Scotland, even the smell of the distillery was in the background growing up. My parents still live in the area where the distillery manager and workers were housed.
What drew you towards rare and collectable whisky specifically
For me, collecting is about rarity and scarcity. I was fascinated to work with whiskies that were individual, unique and one-offs. I found a great deal of enjoyment in holding – or even opening – bottles that only a handful of collectors and connoisseurs may have held or tasted.
Justerini & Brooks isn’t exactly a new kid on the block. How does it feel – as a relatively young guy – to work for a company with such a rich history behind it?
Justerini & Brooks is unlike anywhere else. The access Justerini has to some of the best liquids in the world is totally unique. This gives me the platform and the opportunity to discover gems for whisky collectors across the globe.
Knowing that Justerinis’ has the credentials and the provenance is invaluable not only to me, but to my customers. There aren’t many places where you can be with a customer bottling their cask of Lagavulin one day, to visiting distilleries on Skye or Islay the next, just waiting to see if those casks that have been sitting quietly waiting to mature are ready for drinking. There isn’t any other company in the world where I could do that.
What does a day as Head of Rare & Collectable Whisky typically entail?
Typically, no day is the same. I spend a lot of my time travelling with clients across Europe, Asia, the U.S. and afar providing one-of-a-kind access to over 28 of the world’s most prestigious distilleries. I also work with customers to build their collections – helping source unique, rare bottles or casks of whisky that I know they will love.
How do you go about sourcing your whiskies and developing your portfolio?
Our access is unbeatable. Through our partnership with Diageo, we are able to connect our customers to some of the rarest whiskies in the world. From ‘silent’ or ‘ghost’ distilleries such as Brora 40-Year-Old or rare Port Ellen bottlings, as well as limited editions including the Talisker Bodega Series, rare cask finishes and limited or single cask bottlings. The portfolio is very dynamic – we are lucky enough to work with experts in the industry, who taste and monitor how casks are changing over time, so when they reach maturation it’s very exciting. After many years of waiting, this liquid is finally ready to share and enjoy.
How has the world of whisky changed over recent years? Have you noticed the rise of any particular tastes or trends of late? Or the disappearance of others?
The world of whisky has definitely changed, there is a distinct rise in the global demand for ‘ghost’ or ‘silent’ distilleries. These are distilleries that are no longer in production and so the amount we have is finite. This makes it scarce, rare and highly collectable. Brora and Port Ellen are two of the most desirable and my customers can’t get enough of them. Knowing that you have a whisky that no-one else in the world can taste is quite something.
Customers are also looking for a personal connection to their purchases – they want to understand the craft, the people and time that goes into making these exceptional liquids. Owning a cask of whisky is the ultimate purchase, and it isn’t something you rush into. My customers want to taste, they want to visit the distilleries and understand the little piece of liquid history they are hoping to own.
It seems to me that certain distilleries and whisky makers are becoming more and more experimental. Are there any particularly interesting expressions that have raised your eyebrow of late?
You only need to look at last year’s Special Releases to see some examples of our whisky makers innovating from the classic distillery style. The smoky Cragganmore 12-year-old which was created using peated barley and then matured in refill American oak casks for 12 years was a real hit with collectors and connoisseurs.
The world of rare and collectable whisky can be a dizzying one indeed. Do you have any advice for those new to collecting whisky? Any useful first steps to take? Any sure-fire investments we should be making?
Before starting a collection, I always suggest working out the style of whisky you like. Think about different regions, flavour profiles; smoky, sweet, peaty, grassy, salty etc., malt or grain whiskies, and start tasting! Visiting a distillery is a great way of getting to know the process and understanding what goes into making whisky. It also means you can taste whiskies from that distillery and get a good understanding of their style. Once you know what you like and what you want you can start building your collection.
In terms of an investment, we would never advise that you buy purely for commercial gain, as values can go down as well as up. So, it’s always worth remembering that anything you buy you should be happy to drink and enjoy.
Do you have any ‘one that got away moments’? Any bottles/casks that have eluded you or are still on your personal/professional wishlist?
There is nothing on the planet like a Brora 1972. This heavily peated era from the legendary ‘ghost’ distillery of Brora produced whisky which is unmatched in my opinion. A sensational dram.
And lastly, are there any particular expressions we should be keeping our eyes out for in 2020?
Absolutely, any Single cask releases, the 2020 Special Releases and any whiskies from our closed distilleries such as Port Ellen, Brora or Glenury Royal.
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