Sotheby’s First Live Auction of American Whiskey at the Breuer Could Set New Category Highs |
Highlights from the upcoming The Great American Whiskey sale, including Old Rip Van Winkle Single Barrels for Sam’s, Binny’s and Park Avenue Liquor, Old Fitzgerald “Blackhawks”, LeNell’s Red Hook Rye and an O.F.C. whiskey distilled in 1909. Sotheby's
The success of Sotheby’s move to capitalize on the dynamic market for collectibles was evident in its end-of-year figures, with its luxury division up 22 percent to $2.7 billion in 2025. The redesign of its main regional headquarters in Hong Kong, Paris and now the landmark Breuer Building into “Another World” of luxury was a part of the strategy. Conceived as a boutique experience, each new headquarters’ spatial storytelling and cross-category showcasing are designed to extend the auction house’s reach by attracting a more diverse set of audiences at different price points and enhancing the symbolic value of the brand and its offerings beyond art connoisseurship.
Sign Up For Our Daily Newsletter
Sign UpThank you for signing up!
By clicking submit, you agree to our terms of service and acknowledge we may use your information to send you emails, product samples, and promotions on this website and other properties. You can opt out anytime.
See all of our newslettersRare spirits, particularly wine and whiskey, have emerged as one of the strongest-performing categories, proving especially effective at attracting first-time bidders, often younger collectors and buyers from emerging geographies such as the Middle East, India and the broader APAC region. Later this month, on Jan. 24 at the Breuer location, Sotheby’s will offer the most valuable collection of its kind ever to come to market in its first-ever live, single-owner American whiskey auction. Estimated between $1.17 million and $1.68 million, The Great American Whiskey sale includes 360 bottles from a........