HACKSTONS GOES FROM NEWCOMER WINNER TO LUXURY RETAILER FINALIST IN JUST 12 MONTHS
FROM NEWCOMER TO LUXURY CONTENDER: HACKSTONS TAKES ON DRINKS INDUSTRY HEAVYWEIGHTS AFTER JUST TWO YEARS
Hackstons has followed its 2026 Newcomer of the Year victory by reaching the 2027 Luxury Retailer of the Year final, giving the five-year-old whisky specialist — whose Knightsbridge retail operation is only two years old — a second consecutive year of recognition at the Drinks Retailing Awards.
London whisky specialist Hackstons has moved from drinks-industry newcomer to luxury retail contender in the space of a year after being shortlisted for Luxury Retailer of the Year at the Drinks Retailing Awards 2027.
The recognition follows the company’s Newcomer of the Year victory at the 2026 awards and represents a significant progression for a business founded only five years ago.
More strikingly, Hackstons’ physical retail operation is just two years old.
Its flagship Knightsbridge store opened in August 2024, giving the company a physical platform from which to sell rare whiskies, wines and spirits alongside private tastings and other customer experiences.
The latest shortlist now puts the young business in competition with more established operators in Britain’s luxury drinks sector.
FROM WHISKY CASKS TO KNIGHTSBRIDGE RETAIL
Hackstons was founded in 2021 with an initial focus on whisky cask ownership.
Its proposition was built around helping clients acquire whisky casks as tangible assets, with services extending from acquisition and storage to bottling and resale.
The subsequent move into physical retail broadened that model.
Rather than operating solely around cask ownership, the Knightsbridge store gave Hackstons an opportunity to engage consumers through bottled whisky, wine and spirits while introducing customers to its wider expertise.
The company has sought to differentiate the store through expert guidance, education, private tastings and events rather than competing purely on product selection.
That combination of luxury retail and experience-led selling has become an increasingly important part of its positioning.
TWO AWARDS CYCLES, TWO RECOGNITIONS
Hackstons’ progression through the Drinks Retailing Awards provides a useful measure of how quickly the retail business has developed.
In 2026 it won Newcomer of the Year.
A year later, it has moved into the Luxury Retailer of the Year category.
Alphie Valentine, Co-Founder and Director at Hackstons, said: “Winning Newcomer of the Year was an incredible moment for Hackstons, so to return for a second consecutive year as a finalist, this time for Luxury Retailer of the Year, is something we’re immensely proud of.”
He added: “To be recognised alongside some of the most established names in the industry, when Hackstons has been in business for just five years and our retail operation for only two, shows just how far we’ve come in a relatively short space of time.”
The award nomination itself does not establish Hackstons’ wider commercial performance, and no revenue or profitability figures were disclosed with the announcement. It does, however, provide further industry recognition for the company’s retail strategy.
BUILDING A LUXURY BRAND AROUND EXPERIENCE
Hackstons is also developing partnerships intended to extend its position within the luxury drinks market.
The company recently announced an exclusive partnership with Lady Eliza Spencer and her rosé brand Lala V.
Meanwhile, its Knightsbridge operation combines conventional premium drinks retail with tastings and private events aimed at collectors, enthusiasts and customers entering the premium spirits market.
“Our ambition has always been to create something different, a luxury retail experience built around exceptional products, expertise, education and genuine relationships with our clients,” Valentine said.
“This latest recognition is a testament to our brilliant team, our customers and our partners, and gives us even more momentum for the next stage of Hackstons’ journey.”
THE NEXT TEST FOR HACKSTONS
For Hackstons, the progression from winning a newcomer award to competing in a broader luxury category represents an important change in expectations.
Being a promising new entrant is one thing. Establishing a sustainable position alongside longer-established luxury retailers is considerably harder.
Its Knightsbridge location, e-commerce operation, experiential retail strategy and original whisky cask business give Hackstons several routes through which to build customer relationships.
The challenge now is turning early recognition into sustained commercial growth.
Whatever the outcome of the 2027 awards, moving from Newcomer of the Year to Luxury Retailer of the Year finalist in consecutive awards cycles suggests Hackstons is rapidly moving beyond the newcomer label.
