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House of Decant to offer rare spirits
A new digital drinks marketplace, House of Decant, will offer its members ‘insider’ access to exclusive spirits, as well as a personal concierge via WhatsApp.
The platform targets itself at ‘knowledgeable tastemakers’, ‘culinary globetrotters’ and ‘curious drinkers’, and launched yesterday (9 December). It connects discerning drinkers with hard-to-find bottles and emerging makers.
The brand’s ethos is: ‘Think a private members club for your drinks cabinet, bringing the best wine and spirits straight to your home’.
House of Decant was co-founded by Alistair Moncrieff and Christopher Seddon, with the latter serving as creative director. Seddon is also the co-founder of The Rochambeau Club, an exclusive sports and racquet club in Provence-Alpes-Côte d’Azur, in the French Riviera.
Seddon said: “A lot of alcohol businesses rely on their history and exclusivity to talk to their customers and drive price points. House of Decant will never be some stuffy or overly sales-y platform.
“House of Decant is about fun, about making people feel welcome, and about educating and inspiring anyone who comes to the platform in search of the right bottle.”
House of Decant users will have ‘insider access’ to hard-to-find bottles and off-the-beaten-track makers, supporting independent producers across the UK and beyond.
Users will be guided through new bottles, regions and ideas, with the service claiming to ‘reimagine the convenience of a traditional drinks delivery service into a premium digital concierge’, offering same-day delivery, pre-sale access to exclusive drops, and guidance through personal concierge on WhatsApp.
Brands such as Glenfiddich and The Macallan feature in the launch lineup. Consumers will also be able to purchase spirits that are not available anywhere else, such as Rey del Istmo Rum and House of Decant’s own limited whisky.
The whisky is a three-set collection of single malts distilled in consecutive years at the Ben Nevis distillery. Each variant was filled into a separate Bourbon hogshead over a three-year period and each bottle is drawn from a single cask. The collection is available for £600 (US$765), or for (US$255) £200 per bottle.
Additionally, there’ll be an ‘ever-evolving range’ of limited bottles, such as small-batch whisky from Hokkaido.
House of Decant will also host real-world activations to give consumers a taste of what the platform offers. Currently, it is running a pop-up at Shreeji on London’s Chiltern Street until 18 December, featuring rare spirits, signature cocktails and masterclasses from partners Seventy One Gin and Casa Dragones.