If an HNW should ever be in need of an eBay-like platform for their favourite luxury whisky, they can go straight to WhiskyInvestDirect’s online market. Buyers invest in whisky that is linked to fixed income bonds held by distillers. Once both the whiskies and the bonds mature, clients will sell at a higher price — and for handsome profits. The products might also be sold off at a ‘competitive auction’, guaranteed by a ‘fair market bid’. It’s the brainchild of Rupert Patrick, who has a decade’s experience overseeing emerging markets of major brands, including Teacher’s and Laphroaig for Suntory. For investors, it’s a new way of gaining access to an alternative asset class which averages a return of 7.8 percent per annum.