"When I first joined Sotheby's I wore a suit and tie every day but I found I was kind of overdressed most of the time. Whisky collectors and enthusiasts tend to be pretty laid back."
"Whisky is a 'luxury' product now, 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."
"In 2025 it sold the most valuable bottle of spirits in the world (a 1965 Glenlivet SPIRA 60 Year Old, for $864,825 in a charity sale) and seven out of the top 10 spirits globally."
Jonny Fowle, 39, serves as Sotheby's global head of whisky, a position he ascended to in 2023 following his 2019 appointment. His casual dress style—t-shirts, corduroy shackets, and Converse—reflects the laid-back nature of whisky collectors and represents the growing informality within prestigious institutions. Originally trained as a sound designer for television shows including Fleabag, Fowle transitioned to whisky in 2017, moving to Hong Kong to establish a trading business. He emphasizes that despite whisky's luxury classification, it fundamentally serves as a vehicle for enjoyment rather than status. Sotheby's has significantly influenced the collectible whisky market, selling the world's most valuable spirits bottle and dominating top global rankings.
Read at Elite Traveler
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