&

Foreword from Scott Sciberras, CEO

and Co-Founder, Whiskey & Wealth Club
Thank you for taking the time to look into our
unique cask whiskey investment opportunity.

Whiskey & Wealth Club
was co-founded by myself,
my close friend and Irish
whiskey expert, Jay Bradley
and entrepreneur, William
Fielding. We have combined
our passion for whiskey
along with our investment
experience to bring you
this unique opportunity
first conceived by Jay and
his father over a whiskey
one night.
Analysts expect this
already well established
industry to double over
the next decade.1
Irish whiskey is the fastest
growing spirit in the world
with exports increasing
300% over the last decade,
according to Irish food
board, Bord Bia. 2
The Whiskey & Wealth
Club team has over sixty
years combined experience
in the investment and
beverage industries.
We only work with Ireland’s
top whiskey brands and
distilleries, so you can be
sure you’re purchasing a
premium product with
a strong resale value.
In addition, all our casks
are fully insured and stored
in a bonded warehouse,
providing you with security
and peace of mind.
Many savvy investors are
using whiskey as a way to
diversify their portfolio.
Aged whiskey carries a
higher value than the new
make whiskey spirit that
initially goes into the barrel.
Therefore, this presents
a wholesale model with
attractive returns, even
to the most risk-averse
individual.
The average return on
a five-year investment
of New Make Spirit that
has been seen is around
12% per annum.3 But for
keen investors who are
able to keep their casks
for longer than five years or
even eight years, the returns
are considerably higher.4
Some clients are also using
our whiskey investment
portfolio to add a different
flavour to their pension plans
now that the use of cask
whiskey has been approved
by self-invested personal
pension schemes.

These are exciting times for the Irish whiskey Best wishes
market and an opportunity not to be missed.

Scott Sciberras
CEO and Co-Founder
Whiskey & Wealth Club
“ The idea of Whiskey & Wealth Club came to me and my father over
a whiskey one night. As we discussed who would be the best CEO of the
Contents
company, we both simultaneously said, “Scott Sciberras”. After working
closely with Scott for over 19 years, my father, a whiskey aficionado and
expert in the field, believed Scott was the perfect fit for the role, trusting
him to take on his vision and grow it to its greatest potential.”
JAY BRADLEY, CO-FOUNDER OF WHISKEY & WEALTH CLUB

The investment case for cask Irish whiskey 4

Why distilleries need investors 6

How investing in cask whiskey works 9

– Exit strategies 10

Why Irish whiskey? 11

The Irish whiskey market

– Past 12

– Present 13

– Future 14

Long-term strategy — 30 years to grow to €300,000  16

Contact us & Meet the team on a distillery tour 18

Whiskey offers an alternative investment

that can provide diversification benefits
 Investing in cask Irish whiskey has been around for
centuries, but only to a select few. Whiskey & Wealth Club’s
mission is to open up this lucrative market to individuals
interested in owning a part of this rich Irish heritage.

Why invest in cask Irish whiskey?

Investing in casks of Irish
whiskey is an attractive
option for many people,
with returns ranging
from 12% to 20% per year. 5
The price increase is
inevitable providing you
buy at the right value;
as overspending initially
will delay any profit.
The draw of cask whiskey
as an investment is clear.
Irish whiskey had another
record year of export growth
in 2018, with the value of
whiskey exports increasing
to €1 Billion in the US alone. 6
There simply isn’t
enough mature Irish
whiskey available to
meet rising demand.
Whiskey & Wealth Club
has built trusted
relationships with some
of Ireland’s best distilleries.
These relationships are
what set us apart from
other whiskey investment
firms and are part of
the reason we are able
to offer premium casks
at substantially
discounted rates.
Based on the present rate
of production, Ireland is
not meeting its demand
for whiskey. At current,
distilleries operating in
Ireland are predicted to
produce a maximum of
150 million LPA (Litres of
Pure Alcohol) per annum. 7
The Irish market would
need to have 950 million
LPA in reserve, undergoing
the process of maturation,
in order to meet
expected demands. 8
Taking its reserves into
account, there is still a huge
supply deficit that will take
years to bridge. This opens
up several opportunities
for potential investors.
All whiskey purchased
from our distillery partners
is securely stored in
government bonded and
insured warehouses until
such a time as you wish
to exit your ownership.
Thereafter, you can sell
to other buyers or distilleries,
or bottle it yourself.

Whatever option you choose, our experts will support you every step of the way. “ I’m very comfortable
with what I’ve learned
today to move forward. &
I’m delighted to be
investing.” ROBERT PEPPER
4 5
 Why distilleries need investors There are two key strategies that distilleries commonly
adopt to accommodate this high upfront cost and remain
profitable during the whiskey maturation period:

Strategy One: Strategy Two:

Borrowing Wholesale selling

New Make Spirit needs to be matured for at least Traditional borrowing

from banks is an option
three years before it can be called Irish whiskey.10
chosen by some distilleries.
However, this strategy
Maturing whiskey is a capital intensive business. exposes distilleries to the
By selling a percentage of their yearly production, risk of market fluctuations
and lending limitations.
distilleries can cover their operating costs, allowing
Many new distilleries have
them to lay down the remaining percentage for already borrowed capital
their own brands whilst enjoying a mutually to cover set-up costs and
do not want to take on
beneficial business relationship. any more debt during the
process of maturation.
This is when distilleries sell casks at
wholesale rates to a whiskey bonder or broker.
This model is used with a certain amount
of their whiskey production to ensure a
consistent revenue stream.
This is where Whiskey & Wealth
Club comes in.
We contractually agree a price to buy large
quantities of this New Make Spirit straight off
the stills. This provides the distillery with the
funds they need to operate. We then add our
small profit margin. The whiskey is put in
first-fill, A-grade, American oak barrels, stored
in a bonded warehouse, and fully insured for five
years against fire, theft, accidental damage and
spoilage, making it a full turnkey opportunity.

6 9
7
 “ I have invested in whiskey before. I think it’s a
good investment for the future. I think that it’s very How investing in cask whiskey works
unlikely that the spirit in the barrels is going to go
off, not sell or be destroyed. I consider it an 80-90%
secure investment.” ANTONELLA BARBATI
1. Production:
New Make Spirit is
distilled and stored in
casks for maturation.
At Whiskey & Wealth
Club, we only work
with the finest Irish
distilleries with a proven
record of producing
premium whiskey.
This offers a much
stronger resale value.
4. Aged value:
2. Broker negotiations:
Whiskey & Wealth Club
buys the whiskey in bulk
at heavily discounted,
wholesale rates.
We organise the
insurance and storage
in a bonded and
maintained warehouse.
3. Private investors:
Each cask starts from
€3,100 onwards,
depending on the
distillery you’re buying
from and the specifics
of the cask and spirit.
This price covers the cask,
the 200 litres of whiskey
8 9
inside the cask (this is a
rough guide as casks are
made by hand so not all
are exactly 200 litres), plus
storage and insurance for
five years. The whiskey’s
title and ownership are
registered in your name
and as you own the asset,
you can sell (or bottle)
the whiskey at any time.
In five years, you should
own the equivalent of
around 385-400 70cl
bottles of Irish whiskey
(46% ABV) per cask.
The slight reduction
in volume is down to
the ’Angels’ Share’ – an
estimated 2% per annum
rate of evaporation.
Some five-year-old
whiskeys in Ireland are
selling between €80
and €110 per bottle.9
Tax, bottling and
handling fees will need
to be considered when
estimating the cask
holder’s total profits.
5. Exit strategies:
We propose holding
the spirit for at least five
years.10 While whiskey
will increase in value for
each year of maturation,
there are markets for
whiskey of any age.
Like maturing whiskey,
this is an unhurried
investment. This needs
to be considered by
investors who require
ready access to capital.
When exiting your
investment, there are
a number of strategies
to choose from.
These options are
briefly covered within
this brochure.
Our highly trained
and trusted team of
Whiskey & Wealth Club
professionals tailor each
clients’ strategy to meet
their specific needs.
 How investing in cask whiskey works – Why Irish whiskey?
exit strategies

1. Sell to an existing 2. Sell to private investors
whiskey brand
for bottling
• Private investors
• Many whiskey brands
do not own their own
distillery. As whiskey’s
popularity grows, we
expect to see many
more brands looking to
buy ready aged whiskey.
With the demand for Irish
whiskey far outstripping
current production, this
places investors in a safe
position with very little
risk of competition.
Over 100 Irish whiskey
brands are predicted to
enter the market in the
next five to ten years.
This, in turn, provides a
wider market for whiskey
buyers and sellers.
or collectors
often wish to bypass
large portions of the
maturation period by
purchasing mature
stock from our existing
clients. For example, a
potential client hoping
to own a 15-year-old
whiskey will be willing
to pay a premium for a
five-year-old and wait a
shortened ten years to see
a drastic return in profits.
This exit strategy is
incredibly valuable when
considering the bidding
wars that begin after the
eight-year benchmark.
3. Sell at a whiskey auction
• Whiskey auctions are
a popular exit strategy
and require the least
effort on the part of
the investor.
4. Private bottling
and labelling
• You can sell to
private labels such as
supermarkets, hotel
chains and even existing
brands or distilleries.
This option may be viable
to some of our clients.
Please do get in
contact with one of
our whisky experts.
According to Fortune
magazine, Irish whiskey
has been overshadowed by
its Scottish, Japanese and
American counterparts from
an investment standpoint. 12
But long-time writer for
the Whisky Advocate,
Jonny McCormick, has
predicted that this is about
to change: “the Irish market
is going to be really big
over the next decade.” 13
With Irish whiskey set
for a breakout moment,
now would be a great
time to invest.
Irish whiskey had
another record year of
export growth in 2018 and
is the fastest growing spirit
in the world with exports
growing 300% over the last
decade, according to Irish
food board, Bord Bia. 14
Whiskey tops the
Knight Frank Luxury
Investment Index.
Knight Frank now includes
whiskey as an investment
in its index. Out of all other
luxury investments indexed
such as classic cars, wine,
diamonds and even stamps,
whiskey is in second place
behind the usual first place
juggernaut, art.15
Whiskey
versus wine
“Whiskey is viewed
as a much safer
investment than
wine, and also a more
accessible investment
for new collectors,”
according to
Iain McClune of
Whisky Auctioneer. 11
Wine requires many
different variables
to develop into a
valuable commodity.
It also continues to age
inside the bottle, leaving
it vulnerable to spoilage.
Whiskey doesn’t evolve
or age while in the
bottle, so the key is to
invest in it while the
spirit is in the cask.

Whiskey & Wealth Club are here to support you with any of these exit options.

“ Excellent, very informative, Whiskey & Wealth Club

obviously know their business and we would like
to look further into investing.” DENIS AND ANN LYNCH
10 11
 The Irish whiskey market, In 2018 over 11 million cases of Irish whiskey
were sold – 500% more than in the 1980s and
past, present and future the value of Irish whiskey exports increased
by €45m to €623m 19

Past
Irish whiskey was once
the biggest selling spirit
in the world, outselling
even vodka and gin.
Over 75% of all whiskey
consumed between the
1600s and early 1900s
was Irish whiskey.
Before the First World War,
whiskey was Ireland’s main
export. However, in 1914,
all Irish distillers were forced
to cease production as the
barley was needed to feed
soldiers and there were no
ships available to deliver the
scarce whiskey produced.
This had a significant
economic impact on
distilleries resulting in
many going bankrupt.
In 1916, in an effort to
overthrow British rule,
an uprising of Irish rebels
resulted in Irish whiskey
falling out of favour with
the British Government.
By 1919, Ireland was
at war with Britain.
Once the Anglo-Irish
Treaty was signed in 1921,
Irish whiskey appeared
to be back on track.
America used to be one
of Ireland’s biggest whiskey
markets, however, when
Prohibition was introduced
in 1920, many distilleries
were forced to close and
Irish whiskey’s position
in the market began to
diminish again.
The 1930’s brought
further struggle for the
Irish whiskey industry.
Ireland’s trade war with
Britain resulted in an
embargo on all Irish
exports to Commonwealth
countries, another of
Ireland’s largest export
markets. The Second
World War followed as the
trade war ended, and Irish
whiskey production fell
by 99% from over 12 million
cases per annum (more
than we make today)
to just 100,000.
The Irish whiskey
market all but collapsed.
Only four distilleries
survived: Bushmills,
Powers, Jameson, and the
Cork Distillers. Three of
these distilleries merged
in 1966 after 20 years of
fighting for the same local
customers, forming the
Irish Distillers Limited
(IDL). Bushmills then
joined the group in 1972.
Present
By the 1980s, Ireland
was producing only two
million cases of whiskey
a year, 50% of which was
sold domestically.
The rest was largely sold
in Irish pubs around the
world. At the same time,
Scottish whisky was
selling over 100 million
cases per year, globally.
IDL’s Irish whiskey
monopoly lasted nearly
30 years. Cooley Distillery
in Dundalk opened in 1987;
it was the first independent
distillery to open in Ireland
in nearly 70 years.
The following year, French
drinks powerhouse, Pernod
Ricard, bought IDL and all
the brands associated with
it, which then included
Jameson, Bushmills,
Midleton and Redbreast.
With major players like
Pernod Ricard heavily
invested in Irish whiskey,
and increasing competition
from emerging distilleries,
a resurgence was
underway to return Irish
whiskey to its former
glory as the main player
in the whiskey market.
The modern Irish
whiskey market gained
momentum in 2012.
Jim Beam bought Cooley
Distillery for a reported
€73 million 16 and Bacardi
acquired a stake in
Dublin based Teeling
Whiskey Company. 17
Tequila giant, Jose Cuervo
bought Bushmills.18
Jack Daniels’ owners,
Brown-Forman created
Slane Distillery in 2015 19
to make their play for
the anticipated Irish
whiskey boom.
As soon as brands
became popular or available
for sale, they were acquired
rapidly by global drinks
conglomerates.
Irish whiskey emerged,
once again, as a global player.
Fast forward to 2022,
and global sales are
expected to exceed over
11 million cases of Irish
whiskey, (500% more
than in the 1980s). In 2018,
the value of Irish whiskey
exports increased by €45m
to €623m as Ireland’s
industry delivered greater
volumes of more premium
product to consumers
across the globe. 20

“ The tour was very impressive. It’s a very

professional setup and I like the idea that it all
started off small and expanded.” ALFRED BUIS
12 13
15
 The future looks bright
for traditional Irish whiskey
Future
Irish whiskey sales are expected to exceed 13
million cases by 2020, doubling in size by 2030.
There are four main forces Irish whiskey is the fastest
driving the market’s growth: growing spirit in the world
with exports having grown
1. Consumer trends – 300% over the last decade,
young drinkers are according to Irish food
choosing brown spirits, board, Bord Bia.26
helping to make whiskey
fashionable again 22 Irish whiskey also has
the benefit of exclusivity.
2. Emerging middle classes While Japanese whisky,
in developing countries for example, can be blended
are buying luxury goods 23 with whisky from
different countries, Irish
3. Eastern Europe and law only allows whiskey
Russia are showing an distilled and matured in
increasing appetite for Ireland to be sold as such.
whiskey imports 24
The future for the Irish
4. There is increased whiskey market looks
investment in Irish incredibly optimistic.
whiskey production 25 In May 2019, Redbreast
released a limited-edition
bottle called the Dream Cask.
All 924 bottles had sold out
in under 14 minutes at a
cost of €340 per bottle. 27
14
The IWSR (International Wine and Spirits Record)
predict the Irish market to continue to outgrow both
Scotch and Bourbon for at least another ten years.
21
In September 2018,
Teeling auctioned
its first bottle from its
new Dublin distillery.
Despite the relatively
early maturation age
of three years, the bottle
sold for £10,000. 28
New luxury Irish whiskey
brands have entered the
market and long-standing
brands are also releasing
expensive collectables.
An Irish whiskey also
won ‘Best Single Malt’
at the World Whiskey
Awards 2019. 29
All of this attention,
coupled with big
marketing budgets,
bodes very positively
for Irish whiskey.
15
 Long-term strategy Investors who are able to keep their whiskey casks
for longer than the average five years could see huge
increases in their initial investment.
30 years
to grow to
€300,000
There have been recent
reports of record prices
achieved on rare whiskies.
For example, a 12-year-old
ex-Bourbon cask with an
asking price of €75,000
was sold via Midleton’s cask
circle,30 as well as a 16-year-
old cask for €320,000 (400
litres, which is double
the size of our casks, so
€160,000 by comparison).
“ There are a lot of different influences here and
a lot of heritage, the family background was very Another example is
interesting. I’m quite a cautious investor but am a 27-year-old 500-litre
Marsala cask which went
very interested by the prospects.” JENNIFER KEANY
on sale for a colossal
price of €907,000.
16
While not all 27-year-old
casks will achieve this, it’s
an important marker for
just how much an aged
barrel can sell for. 30
At Whiskey & Wealth
Club we offer New Make
Spirit (straight off the still)
at ultra-wholesale rates.
Irish Whiskey is currently
the fastest growing brown
spirit in the world, so the
concept of a long-term
strategy with the cask
being worth €300,000 in
30 years’ time, is not as
far-fetched as it may appear
on the surface. When taking
into consideration natural
inflation, the prices for
grain, manual labour and
other factors in the process
of production, a cask would
have cost less than €500 to
produce 27 years ago.
Therefore, the six-figure
sale price points we are
highlighting today could
potentially be a lot more
30 years from now.
97% of Irish whiskey sells
between the ages of three
and eight years old.
Once whiskey passes the
eight-year mark, it can enter
a bidding war. New whiskey
brands that do not have
mature stock, but would like
to position themselves with
rare, quality whiskey from
the outset, must buy mature
whiskey from elsewhere.
These brands will often
pay a premium to have a few
thousand bottles of top shelf,
rare whiskey in their arsenal.
17
 Get in touch!
Your invitation to experience
the magic of a whiskey distillery

We invite all potential investors to tour the

distillery they’re considering buying barrels from.
“ I had thousands of notes and questions and believe
This tax-deductible trip to rural Ireland offers
investors the chance to take a behind-the-scenes my decision is right. I would recommend to friends
look at a commercial distillery and provides and family. I will be working with Whiskey & Wealth
a rare chance to see where the magic takes
Club from tomorrow.” OLEG SAVELJEV
place. You will also get to meet our team.

Our whiskey experts are always on hand to

discuss whether buying cask whiskey is right
for you, so please don’t hesitate to contact us.

To speak to one of our

Account Directors, call
+44 (0) 203 129 1639
or, +353 (0) 1 437 8535

18 19
 Footnotes
1. https://www.thespiritsbusiness.com/2017/01/irish-whiskey-
exports-to-double-by-2020/
2. https://www.bordbia.ie/press-releases/minister-creed
--bord-bia-build-on-the-success-of-irish-drinks-exports-to
-the-us-in-chicago/
3. Calculation based on initial new make cask bought for €2,900
and sold for €4,250 - €4,500 after five years
4. https://www.bbc.co.uk/news/uk-scotland-scotland
business-41558737
5. Calculation based on initial new make cask bought for €2,900
and sold for €3,250 - €3,500 after five years. Please note, past
performance cannot guarantee future returns.
6. https://www.irishtimes.com/business/agribusiness-and-food/
sales-of-irish-whiskey-surge-in-us-on-back-of-premium-brands-
1.3379665
7. Conversation with John O’Connell, West Cork Distillers,
February 2019
8. Conversation with John O’Connell, West Cork Distillers,
February 2019
9. https://www.masterofmalt.comsearch/#search=five%2520year%2520
old%2520irish&page=1&sort=_score&direction=desc
10. In accordance with the Geographical Indication Technical File (4.1):
https://www.agriculture.gov.ie/media/migration/foodindustry
developmenttrademarkets/geographicalindicationsprotectednames/
drinks/IrishWhiskeyTechnicalFileFinal180719.pdf
11. https://fortune.com/2017/09/23/how-to-invest-in-whisky/
12. https://www.thedrinksbusiness.com/2018/04/rare-whisky-offering-
better-returns-than-gold/
13. https://fortune.com/2017/09/23/how-to-invest-in-whisky/
14. https://www.bordbia.ie/globalassets/performance--prospects-
2018-2019/export-performance-prospects-2018-2019.pdf
15. https://www.knightfrank.com/wealthreport/2019/luxury-
spending/luxury-investment-index
20
16. https://www.irishexaminer.com/business/cooley-
distillery-acquired-for-73m-as-beam-inc-aims-to-take-on-
jameson-177537.html
17. http://whiskyadvocate.com/teeling-irish-whiskey-
sells-minority-stake-to-bacardi/
18. https://www.belfasttelegraph.co.uk/business/news/
bushmills-whiskey-distillery-bought-by-tequila-giant
-jose-cuervo-30713263.html
19. https://www.thespiritsbusiness.com/2017/09/brown
-forman-opens-slane-distillery-in-ireland/
20. https://www.bordbia.ie/globalassets/performance--
prospects-2018-2019/export-performance-prospects
-2018-2019.pdf
21. https://www.euronews.com/2019/08/26/watch-
millennials-help-double-sales-of-irish-whiskey-in-a-decade
22. https://www.euronews.com/2019/08/26/watch-
millennials-help-double-sales-of-irish-whiskey-in-a-decade
23. https://www.mckinsey.com/industries/retail/our
-insights/capturing-the-worlds-emerging-middle-class
24. https://www.thespiritsbusiness.com/2019/07/
eastern-europe-affordability-biggest-barrier-to-
recruiting-new-drinkers/
25. https://www.irishcentral.com/culture/food-drink/
irish-whiskey-production-to-jump-by-33-after-12-
7m-investment-in-stills
26. https://www.bordbia.ie/globalassets/performance--
prospects-2018-2019/export-performance-prospects
-2018-2019.pdf
27. https://www.thespiritsbusiness.com/2019/05/
redbreast-dream-cask-snapped-up-in-14-minutes/
28. https://teelingwhiskey.com/2018/10/dublin-
whiskey-is-reborn-with-teeling-single-pot-still/
29. http://www.worldwhiskiesawards.com/winner/whisky/
2019/worlds-best-single-malt-world-whiskies-awards-2019
30. https://scotchwhisky.com/magazine/in-depth/16374/
midleton-launches-cask-circle-programme/
whiskeywealthclub.com

&

LONDON DUBLIN

51a George Street, 20 Harcourt Street,

Richmond TW9 1HJ Dublin D02 PF99
United Kingdom Republic of Ireland

+44 (0) 203 129 1639 +353 (0) 1 437 8535

invest@whiskeywealthclub.com