Who doesn’t want to be one of the the few lucky people to own a rare bottle of whiskey commemorating Queen Elizabeth’s 60th year on the throne? You can too for around US$198,500.

This whiskey, named Diamond Jubilee, is made by the Johnnie Walker unit of Diageo PLC from whiskey distilled in 1952. Only 60 bottles will be available.

To buy this expensive spirit, you need to visit the Masters of Spirits II in Changi Airport, Singapore. This event was organized by the DFS Group, a luxury travel retailer and part of the LVMH Empire of high-end goods and services, targeting millionaires and fans of high-end luxury goods.

To all those in the know, Singapore has one of the highest concentration of millionaires. The city-state is teeming with high-end casinos, luxurious shops, fine restaurants, five-star hotels and showrooms of classy Italian and German-made cars.

The whiskey’s packaging also exudes luxury and exclusivity –- including a crystal decanter with silver trimmings, two crystal glasses and a leather-bound booklet.

Other items at the event include Dom Perignon Reserve de L’Abbaye 1978, Chateau Cheval Blanc 1986 Imperial and Luzhoulaojiao National Salute from Chinese liquor-maker Luzhou Laojiao.

What is evident is that there is a market for these top-of-the-line items. “Some of them are buying them for investment. Some of them are buying them because they can, and some…to enjoy it,” said Harold Brooks, DFS president of global merchandising.

When the event was held last year also at Changi Airport, a Chinese businessman bought a US$199,000 bottle of 62-year-old Dalmore single malt.

If you want to taste the Diamond Jubilee, prepare to be disappointed. Free sips of this rare gem might not even be allowed since even Brooks has not had a taste.

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Von Capulong
Von Capulong has more than 12 years of professional experience in the fields of management and marketing in the fields of information technology and food service with special focus on branding, product and business developments. He is also a member of the Professional Speakers Association of the Philippines (PSAP) and has conducted talks in the Philippines. He is also currently the president and CEO of GreenRides, Inc, the pioneer car cleaning company in the Philippines that cleans, waxes, polishes and UV protects vehicles without using water. He writes articles as a stress-reliever.