Luxury retail today is a very different game from what it was a ago. Once marked by personalised, in-store experiences at the most valued addresses in any city, luxury retail has – along with every other industry – embraced the digital. Highly coveted bags, shoes, and even spirits that once had to be bought in a store or through a private buyer can now be purchased through a few clicks in the comfort of home. One new addition to this realm is Diageo’s Rare & Exceptional private client arm, which deals with clients that sought to get their hands on some of the most coveted bottles in the spirit giant’s sizable Scotch portfolio – of which includes several legendary, now-defunct distilleries like Brora.
If you want these bottles without the enquiries and appointments (especially in these pandemic times), the newly launched Diageo Rare & Exceptional online platform is just the place for whisky aficionados in Singapore. The site collects of a wide spectrum of the brand’s luxury options – whether it’s for personal consumption, or to join the flourishing whisky investment market.
A large number of limited-release, aged, rare, and, well, exceptional from Diageo’s stable of distilleries has been made available on the website – with highlights including the 39-year-old expression from ghost distillery Port Ellen; as well as the Mortlach 29 Year Old, from its Special Release 2019 series.
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Through the website, there’ll also be the chance for buyers to secure one of the most exclusive releases from the brand in recent times, The Prima & Ultima collection, which collects eight extremely rare vintage single malts, curated by master blenderDr Jim Beveridge. The first of the 238 sets was auctioned off for £26,840 (S$48,096) earlier this year at Sotheby’s, in aid of Diageo’s charity partner WaterAid. If you’re looking at investing, or creating something of a legacy, its Cask of Distinction programme allows individuals to purchase individual casks that have been marked as exceptional by Diageo’s team of master blenders.
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The site also sets the ground for personalised services, like bespoke private tasting sessions for both single persons and groups (currently virtual); as well as – as travel opens up – distillery visits for clients.
While the site is made for Singapore clients, regional buyers can also make orders – as long as they have a Singaporean address to deliver to
Diageo Rare and Exceptional can be accessed here.