William Grant & Sons, the distillery behind famed whisky brands Glenfiddich and the Balvenie, has launched a new and ultra-exclusive VIP club for their most ardent Scotch collectors.

As Bloomberg reports, the new private client division will extend some of the most exclusive rare spirits to some of the company’s best clients.

At this stage, only around 20 collectors have been invited to the new VIP group at the direct invitation of members of the Grant family.

Sotheby’s

The new club is set to capitalize on the current boom in luxury spirits, with Scotch and Japanese Whisky accounting for the most expensive bottles in private collections, or available for sale on the secondary market.

William Grant & Sons are aiming to create stronger, long-lasting relationships with its knowledgeable global customer base by creating opportunities for special access to its whiskies, staff, and experiences.

By providing these VIP opportunities, William Grant & Sons will be able to sell their best and most rare stock directly to the customer instead of relying on secondary markets and utilizing the skills, knowledge, and individuality of their own staff (and the distilleries) to create a personal, long-lasting connection.

The William Grant & Sons private clients division will debut on December 3 in Scotland at the Sotheby’s Distillers One of One auction that will be a fertile place to connect with the next group of VIP clients.

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