"Whiskey-vesting" is driving record sales for duty-free liquor brands as demand for alt-assets gains steam

Duty-free essentials… Perfume and hundred-year old bourbon. Global duty-free sales are up 34% from peak pandemic as returning travelers make pre-flight purchases — tax free. But one product is winning in terminals: whiskey accounts for the largest share of the duty-free liquor market, with shoppers even flying to specific airports for coveted collections.

• $817K: How much one collector paid for a set of the high-end Macallan Six Pillars Scotch whiskey at Dubai’s International Airport
• $500K: What one traveler paid at Istanbul's airport for an ultra-rare Japanese whiskey in January..

Birkin-vested... High-end malts aren’t the only luxury products prospering at duty-free and other stores. Demand for luxe goods in general has been soaring.

• Designer bags: Chanel’s classic Medium Flap bag is $2K pricier now than it was in January 2021. Hermes’ Birkin bag prices rose 38% in 2020.
• Luxury watches: Are a hot commodity as demand outpaces supply. A Rolex could cost 10% more than last year, and annual returns for Rolly collectors popped 33% last year.
• Vintage cars: A used 1986 Ford Bronco will run you 48% more than last year — and nearly 3X more if it’s in excellent condition.