“OLDER AND RARER”: IS THE DRINKS WORLD’S LUXURY LANGUAGE BECOMING PREDICTABLE?
In the ever-evolving landscape of luxury spirits, “older and rarer” has emerged as the dominant narrative. According to IWSR’s 2025 trend report, Scotch whisky has now overtaken Cognac as the leading status spirits category by value. But as brands race to outdo each other with record-breaking releases, are we heading toward a creative cul-de-sac?
A SHOWCASE OF RARITY AND PRESTIGE
In the past year alone, we’ve witnessed an arms race of “oldest-ever” releases:
· Glenlivet’s 55YO at €50,000
· The Macallan’s 85YO from 1940
· A one-off 65YO Glenfiddich, created in partnership with Aston Martin
And it’s not just Scotch – aged releases from Irish whiskey, Japanese whisky, and even rums are entering this rarefied air. These launches are breathtaking in their ambition, scarcity, and price. For consumers and collectors, they represent the pinnacle of status and exclusivity. For brands, they’re powerful tools for reinforcing heritage and desirability.
THE RISK OF EXCLUSIVITY FATIGUE
But does older always mean better? As the language of luxury becomes increasingly tied to age and rarity, there are risks for brands to consider:
1. Exclusivity Fatigue: With every major player releasing their “oldest-ever”, the once-unique appeal of these launches risks becoming formulaic
2. Predictability: When luxury only focuses on heritage and scarcity, it can miss opportunities to connect with evolving consumer values
3. Relevance: The drinks industry must ask whether prestige can also mean innovation, creativity, or sustainability – not just rarity
While prestige, heritage, and scarcity will always have their place, there’s a danger in narrowing what luxury can mean. For modern drinks brands, this could lead to diminishing returns as consumer expectations evolve.
REIMAGINING THE FUTURE OF LUXURY
The next wave of luxury might not be about “older and rarer” at all. Instead, it could focus on storytelling, innovation, and relevance. Brands like The Macallan, for example, have already begun to explore new ground with experiences and creative collaborations, such as their Aston Martin partnership. But what’s next?
Sustainability and experiential marketing are two areas ripe for exploration: Imagine luxury defined by a whisky’s terroir and sustainable practices rather than just its age. Or brands creating immersive digital experiences that allow consumers to engage with their products in entirely new ways.
These approaches allow for differentiation in a market saturated with age-based releases, offering a richer and more modern interpretation of luxury.
OUR PERSPECTIVE
As a global creative drinks agency, we help premium and luxury drinks brands find new creative ground. From shaping innovative brand activation strategies to crafting powerful brand stories, we believe the future of luxury is about more than scarcity – it’s about desire, imagination, and cultural relevance.
The real long-term power move? Moving from rarity to relevance. Let’s redefine what luxury can mean for the drinks industry.