Last month, Whisky Hammer launched a new operational hub in Hong Kong. Daniel Milne, co-founder of the Aberdeenshire-based whisky auctioneer, tells Joyce Yip that the expansion into the city rides on its reduced spirits tax and a growing number of Asian buyers.
In March, Aberdeenshire-based online whisky auctioneer Whisky Hammer expanded its Asia footprint with the launch of a new operational hub in Hong Kong, in partnership with 13 Degrees Wine Cellar.
Unlike Whisky Hammer’s bonded warehouse in Singapore, established in 2024, the Hong Kong expansion offers a full service ranging from bottle consignments and valuations to client consultations.
Prior to this expansion, sellers had to send the bottles to Whisky Hammer’s UK or Netherlands warehouse – which opened last October – for inspection, marketing and authentication prior shipment to the buyer. New headcounts have yet to be announced for the Hong Kong expansion.
First foray into Asia
“We aim to make our services as accessible as possible to our sellers. Prior to this expansion, it was very complicated logistically to get the bottles to Asian buyers,” Daniel Milne, co-founder and CEO of the online auction house, tells the drinks business. The introduction to 13 Degrees was made by Hong Kong-based whisky investment group, who has a 49% stake in Whisky Hammer and sister retail business Still Spirit.
Aside from a “growing number of Asian buyers,” Whisky Hammer’s expansion to Asia stemmed from Hong Kong’s reduced spirits tax, says Milne. In 2024, the city slashed its 100% tax on liquor with more than 30% alcohol to 100% on the first HK$200 (£18.86) of value and 10% on the portion thereafter.
The move also precedes Whisky Hammer’s new mobile app that will reveal the precise location of the bottles in its catalogue and allow buyers to bid on its monthly auctions, amongst other functions.
Dedicated platforms over traditional auction houses
Milne believes his whisky expertise, dedicated platform and frequent auctions are key advantages over traditional, multi-category auction houses.
“Sellers will get their proceeds in a matter of weeks if they put a bottle through our auctions; some of our competitors in Hong Kong run auctions only every three to four months, which could be frustrating to these sellers,” he says.
“We charge zero fees to our sellers; and our buyers pay a 12.5% commission – it’s very competitive if you look at the larger, established, generational auction houses.
“The prices we’ve achieved in auction for some rare and fine whiskies in the past 10 years are very much on a par with larger houses.”
Sights set on global horizons
While Milne says traditional auction houses’ cross-category sales might be more attractive to buyers, he says his dedicated service might be more appealing to sellers.
“I am also not convinced that cross-category auctions work,” he says.
Looking forward, Milne hopes to take his business to China and the US.
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