Given the dynamic nature of the rare whisky auction market in the United Kingdom, we wondered who the winners and losers are per channel-offline/traditional vs. new world/online/digital.

As we gather every sale record on the UK market, we can analyze and examine them, and we’ve discovered, not surprisingly, that online sales are prevailing. The graph below shows how the growth of online auctions has made buying and the process of buying easier.

Online and digital auctions are increasing, making it simple for consumers across the globe to see, bid, purchase, and “win” bottles from the comfort of their workplace, bar, or home.

Traditional auctioneers are struggling, as are all retail enterprises. They can’t find buyers or sellers, have high fees because of high fixed costs, and keep using old methods even though the world has moved in a different direction.

However, where are the fresh suppliers and purchasers originating from?

So it appears like Asia is leading the industry in 2014 & 2015. In Asia, more bottles are sold to more consumers, whereas Europe and North America see declines. Is the purchaser of great wine abandoning wine for whisky? Or incorporating whisky into their wine offerings? Is this likely to become a future trend?

In 2016, Europe recovered, and Asia retreated. Using information from Whisky Auctioneer in Perth, we can see that Europe is making a solid comeback as whisky collectors, experts, and investors look for and buy their trophy bottles. North America’s market share continues to drop, although in a growing market.

However, Asian purchasers are far less active and account for a minor part of the market in 2016 compared to 2015 and 2014. Could the market’s attraction to Asian buyers be dwindling? Are there fewer “appropriate” bottles on the market? An ever-changing market that is dynamic and exciting!