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Issue 131 - Four Diageo Special Releases 2010

Whisky Magazine Issue 131
October 2015


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Four Diageo Special Releases 2010

Five years on, a reappraisal of the value of Diageo's annual releases

Each autumn since 2001, the Diageo Special Releases programme has got everyone talking. When the details are circulated, the list is dissected, debated, and scrutinized, and the dominant talking point in recent years has been price.

Pricing in 2014 resulted in a slowdown in the pace of sales as those interested in speculating moved on to easier pickings. Earlier editions can be acquired, though opportunities can be few, driving up the competition.

Anticipation for 2015 has already begun, but cast your mind back five years. For me, DSR 2010 was a drinkers' year more than a collectors' year. Prices from Scotch Whisky Auctions show that current hammer prices sit below the release price for many; Auchroisk 20 Years Old 58.1% (RRP £115, sold for £90 June 2015), Glen Spey 21 Years Old 50.4% (RRP £120, sold for £95 June 2015), Cragganmore 21 Years Old 56%, (RRP £135, sold for £90 March 2015), Glenkinchie 20 Years Old 55.1%, (RRP £125, sold for £80 January 2014) although Lagavulin 12 Years Old 56.5% has risen in value (RRP £59, sold for £95 June 2015).

30 Years Old 54.3%

Region: Highland
Recent auction price: £690
Auction: Poly Auction, Hong Kong
Date: April 2015
Comment: With a 9.3 from Dave Broom, this is the highest rated Brora in Whisky Magazine history. It was the most limited of the 2010 Special Releases with 2958 bottles, and had an original price of £280. This was the final year that the Brora came in the russet coloured tube. Prices have spread b...

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