Millennials more likely to invest in whisky than art or stock market, researchers find

Millennials are more likely to invest in whisky than gold, art, cryptocurrency or even stocks and shares, according to new research by Braeburn Whisky.

The whisky investment and financial consultancy firm surveyed more than 1,500 people and found that whisky was a top investment choice for 28 per cent of millennials (those in the 24 to 39 age bracket), coming second only to property.

The research comes after Braeburn Whisky, which specialises in the sale of investment-grade casks, noted an increase in millennial investors over the past two years.

In its survey, the majority of millennials favoured property and whisky investment, and 36 per cent stated that stability and return were most important to them. Braeburn says this is evidence that this generation is shunning more traditional investment opportunities such as stocks and shares in favour of tangible assets.

Niall Brown, senior portfolio director at Braeburn, said: “We are receiving more and more interest from a younger audience with 20 per cent of clients in this age demographic currently on our books and the figure increasing.

“Tangible assets are widely regarded as a more stable investment option throughout periods of economic uncertainty, and this could explain why younger generations have adopted these investment habits widely. Even alongside other well-known tangible investment assets such as gold or art, whisky in the cask is proving a popular choice.”

Millennial priorities have been shaped by an ever-changing environment, from the launch of the internet to terrorist attacks and the 2008 financial crisis. Braeburn says this landscape could explain their desire for tangible assets and reliability from their investments.

While property is still a popular choice, getting on to the housing ladder is becoming an ever greater challenge for the younger generation as house prices continue to rise. This context could explain why whisky is piquing millennials’ interest; 35 per cent of those in Braeburn’s survey opted for whisky, specifically whisky casks, as their investment of choice.

Samuel Gordon, sales director of Braeburn, explained: “Whisky casks are a stable investment because they have intrinsic value. They’re not affected by the same volatile swings that traditional investments are, which makes them an ideal option in the current climate.

“Whisky in the cask continues the maturation process, taking on the unique flavours of the wood, where are bottles of rare whisky are subject to market forces. This means, with whisky casks, you can confidently ride out any economic uncertainty.”

Pictured are Niall Brown (left) and Samuel Gordon.

18 September 2020 – Bethany Whymark