“Luxury is a necessity that begins where necessity ends”Coco Chanel The luxury goods market and whisky rose in parallel. While whisky kept its distance from notions of extravagance and pretension, the recent and rapid rise of whisky’s premiumisation has attracted new consumers and commentators who equate some brands, rare releases, and eye-watering prices with whisky entering the realm of luxury.
Luxury traverses social, cultural, and psychological spheres, attaching meaning to rarity, extravagance, and high-status goods. That’s quite a change of meaning from Tudor times when luxurie meant debauchery, lust and, lechery, from the Latin luxus for excess, extravagance, to over-extend. Even today, this shapeshifting word can have different interpretations in different categories, countries, and social strata.
Living in the most prosperous times, the proliferation of luxury brands and goods, from…
