As the U.S. Celebrates 250 Years, Time for American Whiskey to Take a Bow

“As the world is moving more digital, less connected to community, I think of spirits as bridges of cultures, humanity, that create a conversation around why things matter,” says Mosoff. “It’s not just about what’s in the glass and the taste. It’s something deeper than that.”

He’s not alone. A 2024 report from Bank of America shows 94% of Gen Z and millennials expressed interest in collectibles, with watches, classic cars, and wine and spirits ranking highly. Notably, interest declined with age, with just 80% of Gen X and 57% of Baby Boomers captivated in the same way.

Still, there’s also a question of what vintage items will survive the test of time: does Gen Z care about Chippendale furniture or even John Lennon’s guitars as much as previous generations? Or are Mario Bros memorabilia and Pokémon cards the new cultural touchstones? (One of the latter just fetched $16.5 million at auction.

Mosoff, who was born in Toronto and has worked in everything from tech and wedding photography to asset management, says he has been down “every rabbit hole” with collecting, from wine and records to luxury watches to classic cameras, showing off a vintage Oskar Barnack and Hasselblad as well as the pink plastic Le Clic portable camera immortalized by Marisa Tomei in the 1992 comedy My Cousin Vinny starring Joe Pesci. “It is objectively low-quality garbage, but it’s fun, right?” laughs Mosoff. “Not everything has to be about the dollar value.”