#16 Isabel Graham-Yooll - Whisky Detective, Counterfeits, Secondary Market, Valuation, Whisky Investment

Isabel Graham-Yooll is a leading expert in the world of fine spirits and the secondary market. She was the director of Whisky.Auction and before that, she worked as a spirits buyer at Bordeaux Index and Milroy’s of Soho. In 2024, she launched Wisgy, an independent consultancy specialising in old and rare spirits, helping collectors, investors, and enthusiasts make sense of the ever-evolving market.

Expect to learn how the secondary whisky market works, who’s buying, who’s selling, and why prices have skyrocketed in recent years. Isabel breaks down the different types of whisky buyers—drinkers, traders, and collectors—and explains how miniatures have become a key part of the market. We also discuss the difference between price points and actual value, how trends shape whisky investment, and how reporting can sometimes distort perceptions of the market.

For those looking to buy or sell, Isabel offers expert advice on where to go to ensure you’re getting the best deal and avoiding potential pitfalls. She explains the challenges of valuing rare bottles, especially when there’s little market history to go on, and how informed guessing plays a role in setting prices.

We also hear some incredible stories of “barn finds”—forgotten caches of whisky discovered in attics and cellars—highlighting the importance of provenance and how a bottle’s backstory can affect its value. Isabel then walks us through the complex process of authenticating rare spirits, from referencing distillery archives to forensic testing and even carbon dating.

Counterfeit spirits are a growing problem, and we dig into the strategies used by forgers, from manipulating glass and closures to preying on psychological biases. We also discuss some of the most infamous fakes, including Macallan replicas, and how collectors can protect themselves. Finally, we shift our focus to vintage liqueurs and cocktails, exploring how factors like heat, light exposure, and the mysterious “old bottle effect” impact the flavour of aged spirits.

wisgy.co.uk