A rare bottle of whisky could cost you thousands less today than it would have four years ago. That’s one finding from a new report by Whisky.Auction, which examines how the secondary market has transformed over the past decade.
Whisky.Auction is celebrating its 10th anniversary in 2025, and as an homage to “the brands and the bottles that make the auctions possible”, it has created a 40-page report that explores the evolution of the online auction house since its founding.
The Rise and Fall of Whisky.Auction Prices
The anniversary report, created with whisky historian Nicholas Morgan, tracks the dramatic shifts in the auction market since 2015. According to the findings, whisky collecting surged between 2015 and 2020 as more mainstream buyers entered the market. However, a correction that began in 2022 has led to declining prices and more unsold bottles.
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READ THE STORY“At Whisky.Auction we are first and foremost whisky lovers – our motto has always been that selling with us is the ‘second best thing to do with your whisky,'” says Gemma de Jesus, head of Whisky.Auction. “We’re passionate about giving these old, rare and lost bottles a new lease of life, allowing our customers to buy, sell, collect and trade through our platform. We hope this report proves an entertaining read for the whisky and spirits lovers that have made the last 10 years of Whisky.Auction possible”.
The report examines eight brands that have maintained strong auction performance despite market downturns, including closed distilleries Port Ellen and Brora, cult favorite Springbank, and modern selections like The Dalmore and Hibiki.
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The research reveals that whiskies with rich histories and unique characteristics continue to perform well. Port Ellen succeeds as a “resurrected icon,” while Springbank benefits from its cult status and distinctive heritage. Even blends like White Horse maintain value through their historical significance.
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The market correction isn’t viewed as negative in the report. Instead, it’s described as a reset that allows genuine collectors to buy and enjoy rare whiskies again.
The analysis suggests the future remains promising for whisky enthusiasts as prices stabilize and quality becomes more important than speculation.
Whisky.Auction customers can download the full report through their account dashboard. The platform launched in 2015 and specializes in online auctions for whisky and spirits.
