Those investing in whisky are more likely to be satisfied than those investing in wine or watches.
There was something both alarming and surreal about Andy Simpson’s opening gambit in our recent debate on investment grade Scotch. He said, ‘Firstly, we’re going to have to put aside the overused nonsense that whisky’s a drink…’ I must confess that I’m still trying to get my head around that one.
If whisky isn’t a drink, then what is it? A monkey? A lawnmower? Clearly I have been living in a cloud of delusion for all these years. Here’s me thinking that the Famous Grouse in the cupboard my Dad dipped into for his sole nightly dram, the bottles in all the bars I’ve visited, the contents of all the casks I’ve seen, all contained drink. Now it seems they didn’t. They were lawnmowers.
Of course, Simpson could be outlining a highly refined philosophical position which is rooted in the Buddhist concept of nothing having independent existence. If everything in the world is linked, then in some way a drink can indeed be a lawnmower, or a monkey. Logic then would suggest that consuming one of those two things would be inherently dangerous (I am assuming here that the monkey is alive). There again, this philosophical stance holds, if whisky isn’t a drink, it is also a drink. (Do keep up). It is just not only a drink.
Maybe it is simpler than that. Perhaps what Simpson is getting at is that that whisky might as well be a lawnmower because it is not solely for consumption, but for speculation. It is there to be looked at, and sold on for profit. Opening it destroys the investment. If that is his position, then he is completely right in his assertion. Whisky isn’t a drink, it is a commodity to be traded. It exists purely to make some speculators money.
Lawnmower Man: No Jobe, you've got it all wrong. You're supposed to drink that, not cut the grass with it!
It works at all levels of a market. As soon as any item attains commodity status it is danger of being exploited. Look at the way in which the coffee industry has been adversely affected by commodity traders. It isn’t coffee they are dealing in, but goods which can be traded. Who cares if farmers are adversely affected if the traders are OK?
As soon as a new front in this world of speculation and ‘investment’ for selfish gain emerges it’s instantaneously serviced by a layer of consultants and ‘experts’ who give the new investor advice – in whisky this has happened despite no-one knowing how things will play out. ‘It is the way the world works, Dave’, you say. ‘Wake up and smell the coffee.’ I have, that’s the issue.
It struck me that this also should open up a discussion as to whether there is – or should be – an ethical dimension framing any speculation. Take this imaginary scenario. I have stock from a distillery (let’s call it ‘D’) held by one of my companies. I also run a separate consultancy company advising on whisky investments. With my adviser’s hat on I recommend distillery ‘D’ as being a good investment. My clients take my advice because no-one knows about the market or the liquid because no-one drinks it. My other company then sells my stock at top price. I can then move on to distillery ‘E’. Smart business, or manipulation of the market? You decide.
‘How sweet,’ the singer Neil Innes wrote, ‘to be an idiot.’ I am proud to be one of them. I believe that guitars are to be played, cars are to be driven, yachts to be sailed, suits to be worm, and wine and spirits to be drunk – no matter what the price is.
I’m off to mow the grass. With a bottle.
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