Very deceptive, valuations are often 2 or 3 times what any buyers are offering. Substantial fees accrue while one waits for an upturn in prices which may never come.
Company replied
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See what reviewers are saying
I have been using the platform for a number of years now. In the beginning it worked well. I could buy and also sell my Whisky. But as of late the liquidity on the platform has dried up and I have bee... See more
Company replied
Do not invest through this platform - highly misleading and you are highly likely to lose a lot of money. ‘Valuations’ that are provided by whiskey direct in no way reflect even the midpoint... See more
Company replied
Within minutes you can invest in 1 litre of spirit, or 1000 litres of aged single malt. This is a trustworthy, well thought out company, with a well executed website and efficient, helpful staff. Inve... See more
Company details
- #75 of 77 best companies in Investment service
- #106 of 107 best companies in Alternative Financial Services
- #18 of 19 best companies in Asset manager services
- #27 of 27 best companies in Investment company
- #167 of 169 best companies in Non-bank financial service
About WhiskyInvestDirect
Written by the company
See live buy & sell prices of all our maturing Scotch whiskies - no personal details required.
Everyone can review all historical prices for each of the 220+ maturing Scotch whiskies available to buy and sell on WhiskyInvestDirect.
We also publish all the prices paid and returns made when Whisky industry bidders purchase large volumes of maturing Scotch via our Bulk Trade Bid process.
WhiskyInvestDirect is the only whisky business that publishes an Audit online. It proves that your whisky and currency are where they should be in full every time the audit is published.
WhiskyInvestDirect is supplied by many of the top Scotch distilling companies including Diageo, Pernod Ricard, Distell, Beam Suntory and Whyte & Mackay.
WhiskyInvestDirect
Written by the company
- Enabling private investors to access the good returns from whisky maturation since 2015.
- Private investors can now access the maturing Scotch whisky market. You can buy & sell single malt & grain whisky stored in the distiller's bonded warehouse. Our users buy and sell 24/7 using our live order board and once they have sold their funds are available to withdrawal instantly.
Contact info
Unit 5, Berghem Mews, W14 0HN, London, United Kingdom
- +44(0)20 8600 0135
- support@whiskyinvestdirect.com
- www.whiskyinvestdirect.com
3.0
Average
282 reviews
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Poor liquidity is bad business
Unfortunately after more than 2 years and profits between 20%-70% in some kind of whiskey I wanted to sell and cash out the profits but there are 2 crucial disadvantages that are cheating the costumer. First the valuation of your investment is totally overpriced, this is a well known psychological trick in order to keep your money in and your motivation. Second, it doesn't matter if your profits are better than Warren Buffet, it will be very difficult that someone buy your whiskey at the prices of your profit, that means the liquidity inside the platform is terrible bad, of you won 50% and wanted to sell at 5 pounds, if there are offers for your type of whiskey about 2 pounds you don't have choice, or you sell at 2 pounds or place a sell order unti it reaches your desired price which could take a very long time. If I would know the difficulties to sell my profits in the platform I will never place my money there, instead in stocks, bonds or gold, what a disaster! Profits estimated of 3500 pounds and when selling finished almost with the same starting amount, avoid if you can.
23 September 2025
Reply from WhiskyInvestDirect
Dear Aarondaytrader
Thank you for taking the time to share your experience. We would like to clarify a few important points.
As communicated in our recent client updates (www.whiskyinvestdirect.com/info/client-update-jun25), our valuations are industry-led bulk purchase and trading data, from the wider wholesale whisky industry . They are not artificially inflated; rather, they reflect the prices at which comparable stock is being valued by industry participants. Our decision reflects a long-term view of the whisky industry, rather than the day-to-day view adopted in the stock markets. That said, if a client wishes to sell below valuation in order to achieve a faster sale, that choice is always available to them. We also show this distinction clearly in all of our price charts which have a line for average daily trading prices, and a line for our valuation price.
It is true that, like any marketplace, liquidity depends on supply and demand, and in 2025 there are more sellers than buyers. This means that some industry bidders have been placing lower offers. However, many of our clients, and indeed the industry as a whole, have been choosing to hold stock rather than sell at those lower prices. In fact, earlier in the year we saw some ‘bulk trade bids’ fail where offers were below valuation. This suggests that both industry buyers and our clients feel that stock is fairly priced, or even slightly undervalued, but are waiting for clear signs of growth before committing. That said, in the last few months we have seen more bulk trade bids being successful at prices above our valuations, showing hints of improvements to the market.
www.whiskyinvestdirect.com/about-whisky/bulk-trade-bids
We recognise that creating more opportunities for clients to realise their investment is essential. That’s why we have already removed the lower trading threshold and are working on further platform functionality designed to support liquidity and trading activity as the wider whisky market strengthens.
We value your feedback and will continue working to ensure our clients have the best possible experience both now and as the industry cycle strengthens again.
Please contact our customer support team via the channels listed below should you require further support.
Kind regards, The WhiskyInvestDirect Team
Email: support@whiskyinvestdirect.com Phone:
UK and International: +44 (0)20 8600 0135
Opening Hours: 9am to 5:30pm (UK), Monday to Friday
Really nice company to invest
19 August 2025
High security when transferring funds
High security when transferring funds. No risk of fraud when dealing with WID. High transparency in the business model.
Relative stable and reliable returns for long term investing.
7 July 2025
Patience is key!
After seeing a lot of recent unfair negative review I thought I'd write a positive one to provide a more fair view. Whiskyinvestdirect provide a platform for buying and selling whisky and it works very well. They charge fees for storing whisky which are fair. However, they can't control external factors. If there is less demand for whisky it becomes harder to sell or selling is only possible at a loss. If it becomes harder to sell people unfairly blame whiskyinvestdirect and write negative reviews when there is not much they can do. These negative reviews then put potential new buyers off signing up to the platform further exasperating the problem of limited buyers. Meanwhile the whisky everyone continues to hold gains in age and value, albeit not (yet) on the live order book. I've more than doubled my money on this platform, but then again investing is about patience, not panic. It's not for everyone!
19 June 2025
Unprompted review
It started of well with frequent bulk…
It started of well with frequent bulk purchases of the whisky that you held, however this has not happened since 2023. Prices have dropped through the floor.
Not much chance of getting your money back.
5 June 2025
Unprompted review
Reply from WhiskyInvestDirect
Dear Sally Jeanne-Elam
Thank you for your feedback.
We understand your concerns around trade activity and pricing. The Scotch whisky market—like most commodities—goes up and down. Whisky moves in cycles, typically lasting around 8 years.
After a strong period of demand in recent years, we’re now in a quieter phase, reflected in both pricing and trade volumes. This is a natural part of the cycle and something we’ve addressed in detail through our regular updates and newsletters.
www.whiskyinvestdirect.com/whisky-news/Diageos-King-of-Supply-20240913
www.whiskyinvestdirect.com/whisky-news/Stormy-Headwinds20241011
If you wish to learn more about how Whisky performs against other asset classes, please read the link below.
www.whiskyinvestdirect.com/about-whisky/Whisky-vs-Other-Asset-Classes
www.whiskyinvestdirect.com/whisky-news/slow-rhythms-scotch-20250312
While bulk purchases have slowed since 2023, trade continues via our Bulk Trade Bid and Trade Tables, which remain live on the platform. In fact, a bulk trade bid was completed just last week—clear evidence that demand is beginning to return. Recent developments, such as the India–UK trade deal, are also encouraging signs for a long-term recovery in the market.
www.whiskyinvestdirect.com/about-whisky/bulk-trade-bids
www.whiskyinvestdirect.com/about-whisky/trade-purchases-withdrawals
We hope this explains the current market positioning.
Please contact our customer support team via the channels listed below should you require further support.
Kind regards, The WhiskyInvestDirect Team
Email: support@whiskyinvestdirect.com Phone:
UK and International: +44 (0)20 8600 0135
Opening Hours: 9am to 5:30pm (UK), Monday to Friday
Does not pay.
Does not pay.
I have try to do a withdraw but do not get my money.
So do not invest in this company.
15 May 2025
Unprompted review
Reply from WhiskyInvestDirect
Dear Thomas Horlings
We’re sorry to hear about your concerns, but would like to clarify that we’ve made numerous attempts to contact you regarding a rejected withdrawal by your bank.
We’re still awaiting your updated bank details, which will allow us to process another withdrawal.
Our Customer Support team would be happy to help you; please contact us anytime within our office hours.
Kind regards,
The WhiskyInvestDirect Team
Email: support@whiskyinvestdirect.com
Phone: UK and International: +44 (0)20 8600 0135
Opening Hours: 9am to 5:30pm (UK), Monday to Friday
Very poor sales
Very poor sales , incorrect computer sales orders ,they add in there own sales orders on your products you bought.not a good company to date
29 April 2025
Reply from WhiskyInvestDirect
Dear Mr Crockroft
Fluctuations will occur as with any commodity. However, historical data shows that maturing whisky typically appreciates in value over time. As with all investments, returns will vary depending on the timing and price you choose to sell.
Whilst we are not able to offer advice, we do provide ample information and graphs to help provide clients with the most accurate information to make informed decisions.
In regards to our sale orders, each completed trade is confirmed by a contract sent to the client. Upon reviewing your account, we can confirm that all sales orders are accurate and in order.
Clients can place their own sales orders via the live order board. There is no obligation to sell — you retain full control over your stock and can choose when, or if, to trade. Under no circumstances will we sell your stock on your behalf (with the exception to covering unpaid fees)— all trading decisions must be made by the account holder.
Please contact our customer support team via the channels listed below should you require further support.
Kind regards,
The WhiskyInvestDirect Team
Email: support@whiskyinvestdirect.com
Phone: UK and International: +44 (0)20 8600 0135
Opening Hours: 9am to 5:30pm (UK), Monday to Friday
This is the best whisky platform.
This platform has been a great discovery. I find it one of the most interesting on the market. I really like its design; it’s simple and easy to use. I’m very satisfied.
27 February 2025
Live Value went down 2% in a few hours…
Live Value went down 2% in a few hours and when I looked at selling it went down 25%
Then when j went to withdraw it showed my cash but said cash available was 0
£100 down, luckily I tested with that before putting more in
27 February 2025
Unprompted review
Reply from WhiskyInvestDirect
Dear Aaron
Thank you for your feedback, we understand your concerns.
On Monday 17th February all clients were notified of the removal of the lower 10% threshold on the Live Order Board.
We have historically limited trading on the platform to within 10% above and below this valuation point. The reason for this is that, because our clients do not deal directly with industry buyers, there is a risk that the valuations of each party drift far apart from each other, and stock held by one party becomes wildly overvalued in the eyes of the other – i.e., a bubble forms.
The thresholds on trading act as a tether, ensuring that prices on the platform do not drift too far from valuations held by the industry. In 2021 and 2022, we saw heavy demand for Scotch whisky on the platform, and prices rose accordingly. However, while the wider whisky world also saw increases in prices, the size of the industry meant that these were less pronounced.
At that time, the upper threshold served its intended purpose. By preventing prices from rising too rapidly, it ensured that the whisky remained desirable to industry buyers. While the high demand certainly caused some strain in the market, it remained manageable, and when prices dropped (over the last year), they did so in a controlled manner rather than falling off a cliff.
In the current market, we are seeing weaker demand and client trading is trending (down) at lower prices than industry valuations. Industry buyers are still interested in buying, as evidenced in recent trade purchases and withdrawals, so we are confident that our market valuations are still accurate. However, with some clients looking to sell at lower prices and the whisky trade currently cautious about the volumes of liquid it buys, the price threshold is coming into play again.
While we remain confident in the necessity of an upper threshold, we are reconsidering the need for a lower threshold. Clients looking to sell their liquid at lower prices have access to our valuations via their balance page, and they have full information if they do still choose to sell at a discount. There is no risk of a bubble forming due to undervalued stock (as there would be with overvalued stock), and so there is no need for a lower threshold on prices.
Therefore, any recent drop in prices likely reflects a client accepting a quick sale at a discount, not a significant drop in stock value.
With reference to your withdrawal, whilst most are are quick, as notified on the withdrawal page, in some instances funds cannot be withdrawn for 60 days due to the type of deposit sent.
We cannot identify you from this review but please do contact us via the details below so that we can help you with your withdrawal.
Please contact our customer support team via the channels listed below should you require further support.
Kind regards,
The WhiskyInvestDirect Team
Email: support@whiskyinvestdirect.com
Phone: UK and International: +44 (0)20 8600 0135
Opening Hours: 9am to 5:30pm (UK), Monday to Friday
Practically no selling possible
It is almost impossible to sell the whisky-positions. Not even for half the price.
Fees are high, so my investment will be forced to zero within the next years. They simply say that there is at the moment no good market for selling.... that´s it.
So for me the investment (several thousand Euros) was an expensive learning lesson.
13 February 2025
Unprompted review
Reply from WhiskyInvestDirect
Dear Frank
We understand your concerns and appreciate your feedback.
The cost of storage is a necessary part of maturing whisky, not just for your investment but for the whole Scotch industry. As far as we are aware, our storage fees are the lowest available for investment in cask whisky, and we are committed to maintaining this in the long term.
Our fees are transparent, and available for all to see on our tariff page:
https://www.whiskyinvestdirect.com/help/tariff.html
Whilst valuations may have dropped, the whisky market operates in cycles, with periods of strong demand and times when selling can be more challenging, but this part of the long-term nature of this investment.
To help customers understand the prospects of investment in maturing whisky, we provide analysis of the performance of whiskies on the platform, inclusive of all costs, on the pages below. Additionally, we publish industry news articles, such as Diageo’s King of Supply and Stormy Headwinds, which explore key factors affecting the market.
https://www.whiskyinvestdirect.com/about-whisky/whisky-investor-account-examples
https://www.whiskyinvestdirect.com/about-whisky/whisky-investment-previous-years
https://www.whiskyinvestdirect.com/whisky-news/Diageos-King-of-Supply-20240913
https://www.whiskyinvestdirect.com/whisky-news/Stormy-Headwinds20241011
Whisky continues to be actively traded with industry purchases made via the live order board and Bulk Trade Bid. Regular withdrawals by the trade further highlight industry demand, as shown in the Bulk Trade Bid and Withdrawals table below.
https://www.whiskyinvestdirect.com/about-whisky/bulk-trade-bids
Despite market challenges, whisky remains a strong long-term investment and we are simply in a new phase of the cycle. If you need assistance listing your stock on the Live Order Board, we’re happy to help. We also encourage investors to stay informed through our resources.
Kind regards,
The WhiskyInvestDirect Team
Email: support@whiskyinvestdirect.com
Phone: UK and International: +44 (0)20 8600 0135
Opening Hours: 9am to 5:30pm (UK), Monday to Friday
It has been a good start.
Hi, I've been using WhiskyInvestDirect's investment interface for a few days now and I've been impressed by how easy it is to use. All very automated and fast in carrying out transactions like the best stock broker. To register on the platform, all the information you have to send them is very clear and the customer service is also very good and fast. It has been a good start. Thanks
11 February 2025
It is easy to understand
It is easy to understand. Only the process to open the account was difficult for me
10 February 2025
Rough first rides with WhiskyDirect…
My first experiences with WhiskyDirect have been a little bumpy. I have transferred an amount first and was able to buy some caskets from that money. The second transfer I made on the 27th of November, but until now WhiskyDirect haven't been able to verify where that money is now, despite 4 email-exchanges with Izzy. I do get a response, but I haven't been able to understand what happened with that last transfer. This is very frustrating!! I feel dependent on their goodwill, and I am thinking whether to continue investing or taking my money off the platform again and investing elsewhere. Definitely not a good first experience.....
Edit 17 December: thanks for your response, and clarity. This is finally making sense now.. this wasn’t clearly communicated before and the fact that I didn’t get a straight answer what happened to my second transfer, despite very clear questions about it via mail, made me worry. I do believe this is an important process, and not to be avoided, just your communication around could be clearer and more direct. Thank you!
27 November 2024
Unprompted review
Reply from WhiskyInvestDirect
Dear Jelmer Huisman
To comply with Anti-Money Laundering (AML) regulations and safeguard our clients' investments, as well as our business, we require specific documentation for account validation.
While we allow clients to deposit and invest their initial funds ahead of validation, subsequent deposits cannot be assigned until the account has been fully validated.
We have reviewed your account and recent correspondence, and the delay in assigning your second deposit is due to the validation requirement.
I understand that customer service team has been in touch regarding the bank account you used to send funds, which does not accept withdrawals. This could cause significant issues when you wish to withdraw funds in the future. Therefore, it is essential to set up your account correctly now to avoid complications later.
We appreciate that this may be frustrating, but resolving this at the start of your process is far simpler than arranging a change of linked bank account later.
Please contact our customer support team via the channels listed below should you require further support.
Kind regards,
The WhiskyInvestDirect Team
Email: support@whiskyinvestdirect.com
Phone: UK and International: +44 (0)20 8600 0135
Opening Hours: 9am to 5:30pm (UK), Monday to Friday
Reliable and interesting investing activity
After using WhiskyInvestDirect for 5 years I can happily say that their business model works well also for a small investor who are looking for diversification beyond the stock market.
I am definitely recommending WhiskyInvestDirect, especially using features like pre-orders and bulk purchase that are helping investor to automate their effort and returns.
19 November 2024
Unprompted review
A true and honest market for buying and selling whisky
Brilliant interface which makes it very easy to buy and sell whisky, no inflated prices here like some websites as you can see the recent prices people have been buying and selling at, and you can see the depth of the market. A true market place for whisky!
18 September 2024
the company is great and its a great…
the company is great and its a great concept, WID maintains records and we can trust them
11 September 2024
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