Whisky.Auction
Whisky.Auction is a London-based online auction platform that runs monthly live auctions of rare whiskies, fine spirits, wines, and memorabilia for individual collectors and a B2B trade channel, with global delivery to 60+ countries and revenue from buyer/seller commissions and listing fees.
- Company typePrivate
- Founded1999
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Whisky.Auction does
Whisky.Auction is a London-based online auction platform for rare and vintage whiskies, fine spirits, and wines, operated by Whisky Auction Ltd (Company No. 09365276), a private company within The Whisky Exchange Holdings Limited group and a registered trademark of Speciality Drinks Limited. The platform runs monthly live ten-day auctions supplemented by specialist miniature, memorabilia, wine, and charity auctions, with global delivery to more than 60 countries. Its core technology is a proprietary auction engine featuring an anti-snipe mechanism that extends a lot by three minutes whenever a bid is placed within three minutes of the scheduled close, supported by click-and-collect logistics from its Elixir House headquarters in Park Royal, London.
The business serves two primary customer segments in parallel: individual collectors seeking old, rare, and investment-grade bottles, and a Trade programme for hospitality venues and drinks retailers sourcing or liquidating stock. Free expert valuations, in-house authentication (with a documented track record of counterfeit prosecution), and a content/magazine channel act as customer-acquisition and trust-building tools around the auction core. Revenue is generated entirely through transaction economics: a 15% (+VAT) buyer commission on hammer price, a tiered seller commission ranging from 2.5% to 20% by hammer band, a £5 +VAT listing fee per lot, a £10 +VAT reserve fee, and a one-off £5 buyer registration fee; a paid insurance valuation report (£8 per bottle + £10 admin) adds a small adjacent revenue stream.
Operationally, the company runs with a small team (headcount reported as 6) and pursues organic expansion rather than external funding. The customer base is distributed across geographies and personas, with 1,200+ Trustpilot reviews rated 'Excellent' and individual lots having cleared £180,000+. Geographic service is constrained by alcohol regulation — large portions of the US plus several European markets are restricted — and environmental performance at the main facility is certified BREEAM 'Excellent'.
Whisky.Auction firmographics
Firmographics- Name
- Whisky.Auction
- Legal name
- Whisky Auction Ltd
- Website
- https://whisky.auction
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Whisky.Auction is a London-based online auction platform that runs monthly live auctions of rare whiskies, fine spirits, wines, and memorabilia for individual collectors and a B2B trade channel, with global delivery to 60+ countries and revenue from buyer/seller commissions and listing fees.
- Ownership category
- akta.pro rank
Whisky.Auction industry classification
Industry- Product category
- Online Collectible Spirits Auctions
- NAICS
- Wine and Distilled Alcoholic Beverage Merchant Wholesalers (424820), Beer, Wine, and Liquor Retailers (445320)
- SIC
- Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)
- akta.pro primary industry
- Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)
- akta.pro secondary industry
- Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
Keywords
Where Whisky.Auction is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Whisky.Auction business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Buyer Commission: 15% (+VAT) commission charged on the hammer price for all winning bids. VAT not charged for orders shipped outside the UK.
- Seller Commission: Tiered commission based on hammer price: 2.5% for £2000+, 5% for £1000-£1999.99, 10% for £20-£999.99, 20% for £0.01-£19.99. Plus 20% VAT on all commissions.
- Listing Fees: £5 + VAT per lot charged to sellers for listing items in auction.
- Reserve Price Fee: £10 + VAT per lot for setting a reserve price. Minimum reserve is £100.
- Buyer Registration Fee: One-off registration fee of £5 for buyers to bid on auctions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Buyer commission: 15% + VAT of hammer price |
| Transaction based/ take rate | Pay-as-you-go | Seller commission: 2.5% to 20% depending on hammer price tier |
| Unit Pricing | Pay-as-you-go | Seller listing fee: £5 + VAT per lot |
| Unit Pricing | Pay-as-you-go | Reserve price fee: £10 + VAT per lot |
| One time/ perpetual license | Pay-as-you-go | Buyer registration: one-off £5 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Whisky.Auction product offering
Product offeringCore offering
Whisky.Auction is an online auction platform that facilitates the buying and selling of rare and vintage whiskies, fine spirits (Scotch, Japanese, Irish, American, rum, Cognac, gin), and fine wines (Champagne, vintage port, sherry) through monthly live ten-day auctions. The service is complemented by free expert valuation, authentication of every bottle, miniatures and memorabilia auctions, charity auctions, and a dedicated Trade program for hospitality venues and drinks retailers to buy and sell surplus stock, with delivery to over 60 countries worldwide.
Product overview
Whisky.Auction operates as a unified online auction platform for rare and collectible alcoholic beverages. The core offering consists of monthly live ten-day auctions across four main categories: Whisky & Spirits (featuring Scotch, Japanese, American, and Irish whisky plus rum, Cognac, and gin), Fine & Rare Wines (including Champagne, vintage port, and sherry), Miniatures, Memorabilia & Books, and Charity Auctions. The platform is complemented by a Free Valuation Service staffed by expert auctioneers who authenticate and value bottles, and a Trade module for business sellers. A magazine provides market intelligence and how-to content. All operations are based in London with global delivery to over 60 countries.
Differentiator
Problem solved
Functional benefit
Products and services
- Whisky.Auction Online Auction Platform Core UK-based online auction platform enabling global buyers and sellers to trade rare and vintage whiskies, fine spirits, and fine wines through monthly live ten-day auctions with authenticated lots.
- Monthly Whisky & Spirits Auctions Regular monthly live auctions featuring old and rare Scotch whisky, Japanese whisky, American whiskey, Irish whiskey, rum, Cognac and other spirits catalogued and authenticated by expert valuers.
- Fine & Rare Wines Auctions Specialist wine auctions including Champagne, vintage port, sherry and other fine wines from around the world.
- Miniatures, Memorabilia & Books Auctions Dedicated auctions for whisky miniatures, spirits memorabilia and books related to whisky and spirits.
- Charity Auctions Special charity auctions in which exclusive whiskies, experiences and memorabilia are donated to raise money for charitable causes.
- Whisky.Auction Trade (B2B Trade Program) Business-to-business service for hospitality venues and drinks retailers to buy and sell surplus stock of whiskies and spirits through the platform, with dedicated support and invoicing.
- Free Valuation Service Expert valuation service by experienced whisky auctioneers for bottles of Scotch, Irish, Japanese whisky, rum, Cognac, Armagnac, gin, liqueurs and other fine spirits, with optional paid insurance valuation reports at GBP 8 per bottle plus GBP 10 administration fee.
Companies that use Whisky.Auction
Customer profileSegments2 records
Ideal customer profiles2 records
Whisky.Auction technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Whisky.Auction partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Whisky.Auction competitors and assessment
Company assessmentBroad incumbents
- Bonhams: Global auction house running specialist auctions for whisky and fine spirits alongside broader luxury categories. Comparable auction model and authentication infrastructure but at much larger scale and broader portfolio.
- Christie's: International auction house offering whisky and spirits auctions as part of its luxury collectibles business. Overlaps with Whisky.Auction at the top end of the rare whisky market for serious collectors and investors.
- Sotheby's: Global luxury auction house that runs dedicated whisky and spirits auctions within its broader luxury collectibles calendar. Comparable in buyer base for ultra-high-value lots, though spirits is one of many categories.
Emerging players
- Heritage Auctions: US-headquartered collectibles auction house that has expanded into wine and spirits auctions. Comparable online auction model and authentication emphasis, with deeper US market access.
- Catawiki: European online auction marketplace covering dozens of specialist categories including whisky and spirits. Comparable online-only auction format and international buyer base, though spirits is one category among many.
- Bidsquare: Online aggregator for luxury auction houses including wine and spirits categories. Comparable online auction infrastructure and bidder registration model, though as an aggregator rather than a single auction operator.
Others
- The Whisky Exchange: UK-based specialist spirits retailer within the same group as Whisky.Auction. Adjacent ecosystem participant: not an auction competitor, but the related entity that supplies brand reach, talent, and likely consignor relationships.
Direct peers
- Whisky Hammer: UK-based online whisky auction platform running timed online auctions for rare bottles. Directly competes with Whisky.Auction on core product (rare Scotch and world whisky), target buyer (collectors), and business model (online auction with buyer/seller commission).
- Scotch Whisky Auctions: Online auction house dedicated to Scotch and rare whisky, operating regular timed auctions with buyer premiums. Closely comparable in category focus, fee structure, and collector buyer base.
- Acker Merrall & Condit: US-based wine and rare spirits auction house with live and online auctions of fine and vintage bottles, including single malt Scotch and Cognac. Competes for the same high-value rare spirits consignments.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Whisky.Auction social profiles
Digital presenceWhisky.Auction financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whisky.Auction leadership team
Management profileNumber of profiles
Profiles1 record
Whisky.Auction funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whisky.Auction M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whisky.Auction
What does Whisky.Auction do?
Whisky.Auction is an online auction platform that facilitates the buying and selling of rare and vintage whiskies, fine spirits (Scotch, Japanese, Irish, American, rum, Cognac, gin), and fine wines (Champagne, vintage port, sherry) through monthly live ten-day auctions. The service is complemented by free expert valuation, authentication of every bottle, miniatures and memorabilia auctions, charity auctions, and a dedicated Trade program for hospitality venues and drinks retailers to buy and sell surplus stock, with delivery to over 60 countries worldwide.
Is Whisky.Auction a public or private company?
Whisky.Auction is a private company. It is classified as family owned and is currently operating.
When was Whisky.Auction founded?
Whisky.Auction was founded in 1999. It employs 1 to 10 people.
Where is Whisky.Auction based?
Whisky.Auction is headquartered in London, United Kingdom, in the Europe region.
How does Whisky.Auction make money?
Five revenue lines are on record. Buyer Commission is the primary driver. The others are seller Commission, listing Fees, reserve Price Fee and buyer Registration Fee.
Who are Whisky.Auction's main competitors?
Broad incumbents on record are Bonhams, Christie's and Sotheby's. Emerging players are Heritage Auctions, Catawiki and Bidsquare. The Whisky Exchange is listed as an others. Direct peers are Whisky Hammer, Scotch Whisky Auctions and Acker Merrall & Condit.
Does Whisky.Auction have an API?
No public API is recorded for Whisky.Auction.
What industry is Whisky.Auction in?
Whisky.Auction's product category is Online Collectible Spirits Auctions. Its primary akta.pro industry code is CRAKAKAF, Auction Houses (Luxury Watches & Jewelry), with a secondary code of CRANAAAJ, Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits). Its NAICS code is 424820 and its SIC code is 5180.