Photo: Glenn Meijer, Co-founder and Managing Director of The Whisky Collective
Introduction: From Heritage to Expertise
In a world where passion meets precision, few individuals straddle the line between collector and connoisseur quite like Glenn. A proud Scot with over a decade in Asia’s luxury space—from Hermès to WatchBox (now 1916 Company)—Glenn channels his deep expertise into founding The Whisky Collective, a community helping collectors access and appreciate rare vintages and new names in the world of whisky.
As KoverNow’s first Whisky Ambassador under our KARAT Programme, Glenn shares insights from the front lines of whisky collecting, from community-building to risk awareness. Glenn’s voice adds valuable perspective as KoverNow explores expanding protection to this growing category.
Q&A with Glenn
Presumably your Scottish heritage was a factor in your interest in whisky, can you tell us more?
Yes, it feels like a natural fit for sure! It’s interesting, actually, I only became interested in Scotch whisky when I came to Singapore 12 years ago. Every time I met someone new who liked whisky they assumed I knew a lot because of my nationality and so I was shown and offered such a diverse range of whisky in my first few years here. I felt fortunate that so many people in Asia loved sharing their whisky journeys with me and it meant I became very passionate about whisky too.
When did you realise how much of a market there was in whisky collectors and connoisseurs?
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I think the early years in Asia for me, 2013-2014, I saw people drinking some of the oldest and rarest whiskies in a multitude of dedicated bars. Singapore is such a hub for whisky collectors and the top brands know it’s a key market, so give it a lot of attention. I was once offered a glass of 1974 Laphroaig in a whisky bar on a Tuesday evening, by someone I had only just been introduced to. If someone offers a stranger that, at the start of the week, you know the collectors here are serious.
Can you talk about running the Whisky Collective in Singapore (as opposed to Scotland, for example)?
I think to my above point, I know Singapore is one of the top five markets in the world for single malt, which is our product. I think in Scotland, access feels easier, for both the obvious geographical reasons of being close to source but also the ease of connections to the brands. Being more than 14 hours flight away, part of our job at The Whisky Collective is to help connect clients to the product, managing the casks for them in Scotland but helping them feel closer to the product through tastings, personalised bottlings and meeting other collectors
What similarities do you see between collectors of quality whisky brands and the customers you encountered at WatchBox or Hermès?
This is often a lot of synergy and crossover within these collector communities. I think Hermès and the products I sold there were all around scarcity and access. Interestingly, The Whisky Collective is about offering access to the rare whiskies but in an easier way. The advantage of younger organisation is that we grow organically with many clients coming as referrals. We feel like a community of like-minded people. At Watchbox, there was also a very strong community of independent watch collectors. I would say the common threads would be scarcity, education, passion and community. Watches and whisky definitely go well together, not just in an event setting but sharing our personal connections and stories to the brands.
We heard your recent radio interview giving warnings about scammers. Is this a widespread problem?
Image: This is Money
I don’t think its widespread, but it is a problem that has touched most luxury products at some point from art to wine. Criminals will always look to cheat people and whenever there are high value ticket items, we must be cautious about what we are buying and who from. We have seen a few bad characters go out of business recently and so we hope the market continues to clean up and more importantly, clients educate themselves on the pitfalls to avoid.
With the value of whisky increasing with age, what is your advice to collectors in terms of protecting their asset?
The casks themselves will always live in Scotland, as is necessary for compliance with the rules of Scotch Whisky, and they should always be housed in a regulated warehouse with optimum conditions and quality control. For bottles, in the room, luckily whisky is a very robust product, which doesn’t need temperature-controlled refrigeration like wine does. I would still recommend clients with very rare bottles consider insurance for accidental damage or theft. It would be so tragic to lose a bottle like that when we know replacing it becomes harder every day as similar bottles are consumed around the world.
Would you recommend insurance for clients of the Whisky Collective?
I would certainly recommend to all collectors with special bottles older than 18 years old in their home to look at product specific insurance. If you have special limited edition or older labelling bottles, you may never be able to replace it and therefore if the worst were to occur, you want to make sure you’re compensated. Whisky is a tiny piece of history in a bottle, and once it’s gone it can’t be brought back. Our clients so often connect very deeply with their casks, and the bottles that they draw act as time capsules to mark unique moments in their lives. They are precious and so need protecting.
Can you tell us why you have agreed to be an Ambassador for KoverNow?
Image: KoverNow
I have always been drawn to anything specialised: cobblers, watch makers, leather artisans etc. People who have a craft or a skill. I appreciate the focus and bespoke approach of KoverNow, where you tailor your services to each customer, depending on their needs. Specialising in the luxury space, where I have worked for 16 years, the product fits my clients and needs they shared with me over time.
Closing Thoughts: A Taste of What’s to Come
Whisky collecting is more than a passion—it’s a pursuit built on trust, tradition, and time. Through Glenn’s voice in the KARAT Programme, KoverNow is deepening its understanding of collectors and their evolving needs.
While we don’t yet insure whisky, we are actively working towards offering coverage for fine wines and spirits, including whisky, as part of our commitment to protecting the things that matter most to you.
In the meantime, we’re proud to learn from Ambassadors like Glenn, whose expertise, integrity, and community leadership continue to inspire and guide our vision for the future.
