Still In Cask is a brand-new global platform recently announced that, for the first time, will give consumers around the globe the opportunity to buy shares in a cask of spirit directly from a distillery.
The brainchild behind the Still In Cask model is UK entrepreneur, Liam Hirt. He founded Psychopomp Micro Distillery and Circumstance Distillery and was the architect of the first whisky using blockchain technology. Working with Liam are his three co-founders, Zak Hirt, Danny Walker and Illy Jaffar.
They aim to get investors into a cask of spirit for as little as £20 a “cask share.” Their innovative new business was developed to “democratize the ownership of cask spirits and assure consumer ownership using a public blockchain,” Hirt said in a prepared statement.
He noted that cask ownership is usually reserved for those that can afford an entire cask or those that can form a syndicate of like-minded individuals. “This means many enthusiasts are therefore excluded. Cask purchases are historically complex and investment-focused, making it even harder to get involved”
Hirt said that whiskey and cask-aged spirits are continuing to enjoy global growth, from everyday drinking to collectables. The consumer profile is getting younger, and cask-aged spirits are no longer perceived as a male preserve.
By democratizing the ownership of cask spirits for both consumers and distilleries, Still In Cask believes they can bring the service to life with immersive brand experiences in the digital and real world, Hirt explained.
Distillers NcNean, Circumstance Distillery, Cotswolds Distillery, Mackmyra and Connacht Distillery will kick off this innovative start-up.
Co-Founder Illy Jaffar said, “Still In Cask is about building a community for both spirit enthusiasts and spirit producers. It’s exciting because we are changing the rhetoric and consumers can effectively become involved in a brand during the aging process, as opposed to when completed. We know consumers want to get closer to brands they buy, so Still In Cask is a great way to facilitate this.”
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Jaffar said that Still In Cask allows distilleries a new way to engage with their customers. “We want to create a community of whisky and cask-aged spirits fans where they discover and share innovative and progressive distilleries, a place where consumers can build a portfolio of cask shares from different quality producers and categories.”
Still In Cask is available as an online platform for mobile or desktop. It offers a free service to customers, and also provides the opportunity to join the Still In Cask Reserve Club. The free service allows customers to buy cask shares and receive regular updates on their casks.
The Reserve Club, a subscription service launching later in the summer, will give members priority access to all-new cask listings for £5 a month. The reserve club also gives a number of other member perks including meet the distiller tastings and events, discussion forums, and a newsletter.
Once a cask has been bought, Still In Cask will provide key updates at each stage of the maturation process. “Still in Cask is about being open, unpretentious, and warm, and it embodies the generous hospitality that are trademarks of cask spirits,” Hirt said.
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