Luxury retail today is a very different game from what it was a year ago. Once marked by personalised, in-store experiences at the most valued addresses in any city, luxury retail has – along with every other industry – embraced the digital. Highly coveted bags, shoes, and even spirits that once had to be bought in a store or through a private buyer can now be purchased through a few clicks from the comfort of home. One new addition to this realm is Diageo’s Rare & Exceptional private client arm, which deals with clients that seek to get their hands on some of the most coveted bottles in the spirit giant’s sizable Scotch portfolio – of which includes several legendary, now-defunct distilleries like Brora.
If you want these bottles without the enquiries and appointments (especially in these pandemic times), the newly launched Diageo Rare & Exceptional online platform is just the place for whisky aficionados. The site collects of a wide spectrum of the brand’s luxury options – whether it’s for personal consumption, or to join the flourishing whisky investment market.
A large number of limited-release, aged, rare, and, well, exceptional from Diageo’s stable of distilleries has been made available on the website – with highlights including a 39-year-old expression from ghost distillery Port Ellen; as well as a Mortlach 29 Year Old, from its Special Release 2019 series.
The 39 Year Old from now defunct Port Ellen distillery
Through the website, there’ll also be the chance for buyers to secure one of the most exclusive releases from the brand in recent times, The Prima & Ultima collection, which collects eight extremely rare vintage single malts, curated by master blender Dr Jim Beveridge. The first of the 238 sets was auctioned off for GBP26,840 earlier this year at Sotheby’s, in aid of Diageo’s charity partner WaterAid. If you’re looking at investing, or creating something of a legacy, its Cask of Distinction programme allows individuals to purchase individual casks that have been marked as exceptional by Diageo’s team of master blenders.
The site also sets the ground for personalised services, like bespoke private tasting sessions for both single persons and groups (currently virtual); as well as – as travel opens up – distillery visits for clients. While the site is made for Singapore clients, regional buyers can also make orders – as long as they have a Singaporean address to deliver to.
