Sotheby’s Global Head of Whisky, Jonny Fowle, Redefines Prestige in the World of Collectible Spirits

Jonny Fowle, Sotheby’s global head of whisky, defies the stereotypical image one might associate with handling some of the world’s most valuable spirits. Instead of a formal suit and gloves, Fowle arrives for his interview at Sotheby’s Mayfair headquarters in a relaxed ensemble of a t-shirt, black corduroy shacket, and well-worn Converse. His signature style, often punctuated by Birkenstocks even with more formal attire, reflects a deeper philosophy: a belief that the world of whisky collecting and its enthusiasts are, at heart, "pretty laid back." This unpretentious approach, he explains, emerged after his initial days at Sotheby’s, where he found a suit and tie often felt out of step with the casual demeanor of the collectors he engaged with.

Fowle’s trajectory within Sotheby’s has been remarkably swift. Joining the esteemed auction house in 2019, he ascended to his current leadership role in 2023. This rapid rise has mirrored, with striking synchronicity, the phenomenal boom in prices for collectible whisky. His appointment also signifies a broader shift, signaling an increasing informality within the traditionally prestige-bound world of luxury goods. The Sotheby’s Instagram feed, a testament to this evolution, frequently features Fowle’s insightful and often opinionated takes on a range of whisky-related topics. From offering guidance on the optimal way to savor aged Macallan (emphatically not with cola) to playfully critiquing the notion of rigid Scotch and food pairings, Fowle engages with his audience in a relatable and accessible manner.

"Whisky is a ‘luxury’ product now," Fowle acknowledges, "but really it’s just a vehicle for having a good time. I think there’s an extent to which the luxury side of things has been slightly imposed on the whisky industry." While he downplays the overt luxury aspect, Sotheby’s itself has undeniably been a major catalyst in elevating whisky to its current status as a high-value collectible. The auction house has a formidable track record, including the sale of the most valuable bottle of spirits globally in 2025 – a 1965 Glenlivet SPIRA 60 Year Old, which fetched an astonishing $864,825 in a charity sale. Furthermore, Sotheby’s has consistently dominated the market, securing seven out of the top ten spirits sales worldwide.

Fowle’s own journey into the world of spirits is as intriguing as the bottles he now curates. Originally from Edinburgh, he trained as a sound designer, contributing his talents to acclaimed television shows, including the cult comedy series Fleabag. However, in 2017, he made a significant career pivot, leaving his day job to pursue his burgeoning passion for whisky full-time. This decision led him to Hong Kong, where he established a small business focused on whisky trading. It was during this period that he gained a profound appreciation for the sheer scale and depth of the whisky collecting phenomenon. "What I saw in Asia just eclipsed British drinking culture – it was another world," he recalls. He observed a distinct difference in how whisky was appreciated and understood in Asian markets compared to the UK. "In Scotland we’re very good at knowing about whisky and the brands and the production," he notes, "but less about the intricate history of legendary bottlings or characters within the industry. And you really see it and learn about it in Asian bars in a way you just don’t in the UK."

Sotheby’s has experienced remarkable success in the whisky market, with 2022 marking its best year to date, generating approximately $30 million in sales. The following year saw a slight dip to $21.5 million, a figure Fowle considers a realistic representation of the market’s recent performance. He attributes this market recalibration to a confluence of economic factors and, candidly, to the industry itself. "The issue is there have been too many releases," he states with his characteristic candor. "Everyone and their mum is releasing a 50-year-old on a weekly basis and all at top-of-the-market prices. The market’s just being flooded with things that nobody wants." This oversupply, he suggests, has diluted the perceived value and exclusivity of certain releases.

Fowle’s ideal collectible whisky embodies a specific set of qualities, exemplified by the 1964 Black Bowmore. This particular bottling, he explains, achieved its desirability and status organically. Initially released in 1993 for around £100 (approximately $133), its market value at its peak soared to roughly £20,000 (approximately $26,000). "It’s more glamorous than your average whisky bottle but not over-the-top," he describes. "The quality of the liquid is extremely high. But it was still priced at a level that was drinkable, so people were opening and drinking them, and so you naturally got the introduction of scarcity." This suggests that a truly valuable collectible doesn’t just possess age or rarity, but also a history of being enjoyed, contributing to its mystique.

When questioned about whether age is overrated, particularly given that some extremely old whiskies can exhibit less appealing characteristics, Fowle remains steadfast. "No – I still think age is pretty cool," he asserts. He finds even aged whiskies that might taste overly woody or mature to be intellectually stimulating. "That’s still quite interesting because why does it taste like that? If you zoom out and think that cask has spent eight decades just sitting there – the person who made that was living in such a different world and they would’ve had no comprehension of the trajectory of that liquid." This perspective highlights the historical and human narrative embedded within aged spirits, adding a layer of appreciation beyond mere taste.

However, Fowle’s appreciation extends beyond the venerable. He holds a particular fondness for younger, yet exceptional, whiskies. One of his all-time favorite malts is a 12-year-old cask-strength Springbank, bottled by the influential Italian independent bottler Silvano Samaroli. Samaroli, Fowle explains, is widely credited with revolutionizing whisky collecting, pioneering the concept of cask-strength bottlings and championing the idea that whisky could age in the bottle – a notion not readily embraced by distilleries at the time. This particular Springbank is described as the archetype of a sherry-matured whisky, intensely dark and rich. Released in the 1980s, it would command an estimated £12,000 (approximately $16,000) today, underscoring the enduring value of well-executed independent bottlings.

At the heart of Sotheby’s whisky auction success lies The Macallan, which Fowle identifies as their "biggest category by miles." Consistently, the number one lot in any Scotch sale is typically a Macallan. The record-breaking sale of a Macallan 1926 in 2023 for $2.7 million, setting a new benchmark for the most expensive bottle of wine or spirits ever sold, further solidifies its dominance. Fowle attributes The Macallan’s extraordinary appeal to several factors. Firstly, the distillery boasts a vast array of vintages, allowing collectors to build impressive vertical collections. Secondly, he points to the visual allure of the spirit: its characteristic sherried, dark hue, and consistently high quality are highly appealing to the senses. Perhaps surprisingly, Fowle also highlights a more pragmatic reason for The Macallan’s global reach: its name is remarkably easy to pronounce, facilitating its proliferation and recognition worldwide. "You can’t proliferate news of a whisky that people struggle to pronounce," he observes.

While Scotch whisky continues to dominate the secondary market, demand for American whiskey is experiencing a significant surge. Sotheby’s has responded to this growing interest by hosting dedicated American whiskey sales, including its second such event in New York in January. A standout from this sale was an Old Rip Van Winkle 20 Year Old Single Barrel – ‘Sam’s’ (1982), which achieved a record-breaking $162,500 for an American whiskey at auction. The most coveted American whiskey brands in the market currently include Van Winkle, Willett, and Michter’s. Fowle likens the brand strength of Van Winkle to that of The Macallan in the Scotch world. Willett, he notes, has released a considerable amount of whisky aged over 20 years, a significant age statement for American whiskey, and their wax-topped cask-strength and single-cask bottlings have become iconic collector’s items.

The distinct character of American whiskies, often bolder, sweeter, and richer due to their maturation processes, tends to create a separation between Scotch and American whiskey drinkers. "We can sell Scotch whisky in any country to buyers from any country," Fowle explains, "But we sell American whisky to Americans. It’s a whole new collector community." This suggests a more localized, yet rapidly expanding, collector base for American spirits.

Japanese whisky prices have recently undergone a correction, a phenomenon Fowle attributes to the unsustainable rate of growth seen between 2017 and 2022. "Because of the exponential rise in prices from 2017-22 the fall was equally precipitous," he states. Despite this recalibration, Japanese whiskies continue to perform strongly at auction. In 2025, six out of the top ten whiskies sold by Sotheby’s were Japanese, with a Yamazaki 50-year-old leading the non-charity sales at $228,541. Karuizawa also remains a highly sought-after name in the Japanese whisky market.

Fowle’s personal favorite whisky auction experience is The Distiller’s One of One, a charity sale of unique, one-of-a-kind whiskies co-hosted by Sotheby’s in Edinburgh each October. He describes the atmosphere as "unbelievable," with bidders erupting in cheers and applause with every bid. He unequivocally declares it "the best auction of any kind, anywhere in the world." Fowle himself maintains a personal philosophy of enjoying his acquisitions rather than hoarding them for investment. "I open every bottle I buy," he asserts. His personal collection often features older releases from Gordon & MacPhail from the 1960s and 70s, which he finds offer excellent value. His home is also a repository of various unmarked vessels filled with "delicious goodies," many of which are gifts.

Beyond the realm of spirits, Fowle maintains a diverse range of interests. He is an avid skateboarder, occasionally riding his Santa Cruz deck to work, and a self-proclaimed hip-hop aficionado. His appreciation for quality extends to coffee, where he currently favors a bag of washed Esmerelda Geisha, sourced from the original farm that saw a surge in auction prices for the Geisha bean. His pursuit of knowledge in whisky is insatiable: "I’m one of those people who gets quite nerdy about stuff; I want to try and find out everything. It’s such a vast topic – the more you learn the more you realize you don’t know."

Five of Jonny Fowle’s Favorite Whisky Bars

Fowle’s recommendations for whisky enthusiasts around the globe offer a glimpse into his refined palate and appreciation for both rare collections and knowledgeable service.

• The Auld Alliance, Singapore: This establishment boasts an extraordinary collection of open whiskies and old cognacs, complemented by an exceptionally knowledgeable staff. Its ambiance, characterized by Chesterfields and dark wood paneling, evokes a classic, old-fashioned charm.

  

• Swan Song, Singapore: Fowle has encountered some of the most exceptional whiskies of his life at Swan Song, including legendary malts like a 1970 Laphroaig. It’s also a prime destination for exploring Samaroli bottlings, with staff who possess deep expertise.

• The French Laundry, San Francisco: For those seeking to indulge in high-end Macallan, this establishment is Fowle’s top recommendation. It houses an unparalleled selection of open Macallans, including sought-after Lalique, Fine & Rare, and 52 Year Old Select Reserve bottlings.

• Bar Zeotrope, Tokyo: This unique bar offers a captivating experience, screening old 16mm black-and-white movies. Its Japanese whisky selection is notable for its "nerdy" and less commercially driven offerings, featuring brands like Chicibus, Mars, and older Yamazakis, all at accessible price points.

  

• Golden Promise, Paris: Situated beneath La Maison du Whisky, this bar specializes in older bottlings, often from Italian importers, dating back to the 1950s, 60s, and 70s. Fowle emphasizes the importance of experiencing these increasingly rare and irreplaceable spirits while they are still available.

Upcoming Sotheby’s Sales

Sotheby’s continues to host significant auctions for whisky and spirits enthusiasts:

• Finest and Rarest Spirits + The Macallan Exclusive: Open for bidding in Hong Kong until March 18.
• Whisky & Whiskey: Taking place in New York from March 12-27.
• Finest & Rarest Whisky: Scheduled for London from April 23 – May 8.