On ‘limited editions’ and ‘small-batch’ bottlings

Image: Pexels / Lucian Pirvu

The terms aren’t legally defined in any way – yet we all think we understand what a brand means by a ‘limited edition’ or ‘small-batch’ whisky. But are we all being misled. Does it matter?

I was at a rare non-whisky drinks event this month. Bold, colourful, vibrant, it was a play to align the brand more closely with Gen Z culture. There were cocktails (delicious). There was a film (very cool). And then there was a limited-edition bottle, the subject of a grand unveiling.

As the evening rolled on, it became clear that this ‘limited edition’ might not be quite so limited after all. In this case, the bottling run for the snazzily designed release was capped at two million bottles. This is one of the biggest alcohol brands on the planet. My rough maths based on annual case sales suggests it shifted close to 150 million bottles last year. On the face of it, two million bottles seems like LOADS. But as a fraction of the total production, it actually was quite diminutive.

What does ‘limited’ even mean?

Here’s the question. When is ‘limited’ truly limited? Some labelling terms, like age statements, Scotch regions and American whiskey definitions like ‘bottled in bond’, have established legal meanings. When you see them on a bottle, you can be confident that you know what you’re getting. But, just like the term ‘small batch’, there’s no set definition for ‘limited edition’. 

And, as the above example shows, there’s not really an informal, collectively agreed understanding among the general population either. Two million as a fraction of 150 million could be seen as limited-run, but only really in that context. Contrast it with Lochlea 5 Year Old, the first age statement from the Lowland distillery released earlier this year. That had a 2,000-bottle run. Look too at Ardnahoe Inaugural Release, which was capped at 70,000 bottles in an effort to quench the thirst of all international markets. That too is a ‘limited edition’ – but is it as limited? And does it matter?

The perception of scarcity

When I heard that two million number in the non-whisky example, I noticed an interesting reaction in myself. At that moment, something I’d internalised told me that this bottle was somehow less special. But why? The advent of printing allowed art to be more widely owned and enjoyed. Does that make a print less special? Perhaps in financial terms (obviously a one-of-one original is a precious thing). But aesthetically? As decoration on a wall? Surely not.

Compare too the Ardnahoe and Lochlea releases. Both mark milestone moments in the story of each distillery. The very first release! The very first age statement! Both are undoubtedly very special bottlings. Both are critically acclaimed from a quality perspective. Having tasted each of them, I can also attest that they’re exciting, delicious whiskies. Does it make a difference that one is limited to 2,000 and another 70,000? It certainly shouldn’t. Being able to taste them is a real privilege that marks a significant moment in time. 

It’s all about transparency

After sitting with the notion, I concluded that ultimately the number of bottles an expression is limited to shouldn’t have a bearing on the enjoyment of that whisky. Because with the Ardnahoe and Lochlea example, it genuinely hasn’t. Yet there is still an issue with so-called ‘limited-edition’, ‘small-batch’ bottlings. And that’s about transparency. I want to know what it is that I’m buying and tasting. 

Of course there’s a financial value element here. The collectors or investors among us want the rare – because the basic rules of supply and demand means the scarce will attract a premium. But outside of this ecosystem, I simply want to know as much as I can. And honestly, too. Small distilleries will have small production runs. Larger distilleries embarking on the experimental will likely only release tiny batches too. So just tell me. 

I don’t think there will ever be a legally defined number for what ‘limited-edition’ or ‘small-batch’ means. Because context is everything. I might consider 100,000 bottles a small batch, regardless of the size of the maker. Your personal threshold might be 25,000 bottles. Or 500! But I would like to see more education in this area, greater transparency, and perhaps a good-faith, broad brush-stroke approach from distilleries. Scarcity doesn’t automatically make something special – give the context.