Lark is expensive but price does not necessarily equal luxury. As per that AFR article, Lark sales dropped 16% FY23 suggesting to me lack of pricing power as discretionary spend tightens. This is on a backdrop where luxury brands have been doing well.

Ahh yeah, I get you now. So the real "luxury" stuff is where it has more of a secondary market? Which also gives those makers more pricing power....because there's enough demand to on sell it. That makes sense.

@Shapeshifter and @Friendship7 Judging by the price points, I think I have a few more years working my way through Speyside, Islay and Highlands with occasional trips to Hokkaido to develop my palate (and invest the resulting savings!)

@mikebrisy yes Australian whisky generally overpriced. Scottish whisky best value for money in my opinion. They also have been making it for hundreds of years!

Lark is an interesting stock to me in that it semed to get pumped up by the echo chamber that twitter can be regarding the "re-valuation" of its warehouse stock of whisky. I don't have an opinion on whether that is true or false but many people seemed to jump on board at the time.