Deni Kay knows he could be charging more for the rare old brandies he sells. Much more. Especially the upcoming release – only 24 bottles of a cognac distilled in 1945, which he has priced at “just” $1299 a bottle.

Yes, this is a lot of money to spend on booze. But it looks like a bargain compared to the five-figure sums being charged for some big-name branded whiskies that aren’t nearly as old or as scarce. In fact, it feels like – dare I say it – a pretty fair price given its age, rarity and exceptional quality.