# Diageo has introduced the Rare Series, a collection of Scotch whiskies aimed at private clients and collectors.

*business · news · 2026-04-30 · City A.M.*

## Key points

- Diageo launched the Rare Series, targeting high-net-worth collectors with exclusive Scotch whiskies.
- The initial Rare Series release includes a 55-year-old Glenury Royal, Diageo's oldest single malt.
- Distribution uses a global registration system and private client teams, not traditional retail channels.
- Some releases are limited to a few hundred bottles and priced between £666 and £4,700 pre-tax.
- Future additions will be determined by master blenders based on cask readiness, not a fixed schedule.

**Companies:** Diageo
**Countries:** UK

[Read the full story on City A.M.](https://www.cityam.com/diageo-launches-the-new-scotch-whisky-rare-series-aimed-at-private-clients/)

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