How To Buy Whisky As a Gift This Christmas

Buying whisky as a present can be somewhat of a minefield, even for the most experienced of whisky drinkers. Scotch is a popular gift choice, and this is particularly true over the festive season. But what are the things to consider? How much should you spend? And where should you look? Matt Chambers, Master of Whisky at Cask Investment Company, Whisky 1901 shares some advice on how to buy the best gift.

Key considerations

There is a common misconception that you must know plenty about whisky to buy a good one as a Christmas gift. Wrong. How much you know (or think you know) about whisky is irrelevant. The main consideration is which style and flavour of whisky would the recipient of the present like or prefer? Light and fresh, rich and sweet, a little savoury or peaty and smoky? If you’re unsure, then think about the types of food and drink they usually enjoy. This will give you helpful clues.

Another consideration is whether you want to purchase a well-known, big-selling brand or something a little more unusual from an independent bottler. The world of Scotch whisky is awash with products that cater for all tastes, so you will be able to find something whichever direction you head in. Only you can decide on this – remember, a well selected unknown brand may gain you extra points with the recipient and show that you have done your research.

What’s your budget?

Before you get too carried away with buying one brand or another this Christmas, it’s important to think about how much you wish to spend on the gift. Blended whiskies can start from as little as £10 for a supermarket own label. Single malts are a little pricier and kick off around the £25 mark. 

Whiskies tend to be marketed in certain price points with the majority being under £50. This extends upwards into the hundreds or thousands of pounds for premium bottles, so you can spend as little or as much as you want. If your budget is small, then you can always consider a gift pack of miniatures or a smaller bottle. Many companies release such packs, especially around the festive season.

However, Christmas is a special occasion and, for many, a time to ‘splash out’. Every traditional brand will have something on offer for heavier budgets but it’s also worth looking at independent bottlers – those who work with well-known distilleries as well as those who are able to source hidden gems.

There is a growing appetite for limited bottlings or rarer single cask expressions amongst Scotch enthusiasts. With single cask bottling, no two casks are ever the same. Each is a snapshot in time of the distillery, its surroundings and production processes, plus the type of cask and wood type that the spirit has matured in, creating an exclusive one-of-a-kind masterpiece for that extra special Christmas gift. Edition One of Whisky 1901’s Collection is one example – only 263 numbered bottles are available of this multi-award winning Glenburgie 1988 single cask expression from the Speyside distillery. 

Where to buy?

There are several options for purchasing your whisky gift and each has their pros and cons. 

One of the best ways is the internet. There are many online whisky and spirit specialists these days, which offer a superb selection of products, and you can order from wherever you are. Many will have some way of helping you make an informed choice. It’s also a way to find rarer bottles from independent bottlers i.e. those ‘hidden gems’.

A specialist whisky retailer will offer a good range and have knowledgeable staff to assist you, but they can be daunting places and more expensive than elsewhere. 

Supermarkets have expanded their whisky selections in recent years and large ones offer variety. However, many supermarkets have ditched their specialist wine and spirits staff due to cost-cutting measures.

Your local wine shop, liquor store or off-licence can be another good outlet. Like with supermarkets, the staff may not be as clued up as those in a specialist retailer. But you can pick up some real gems or bargains, especially if you have done a little research and know what you are looking at. 

What to choose?

Once you’ve navigated your way through what type of whisky to buy, your budget and where to get it from, the final choice is which exact whisky will be the correct choice for the gift. 

There are thousands of whiskies on the market, so the right one for you and your recipient is out there. 

Top photo by Dylan de Jonge on Unsplash