What Determines Bottle Price

Availability is one of the main factors determining primary and secondary market price. Most Bottle Shops carry many of the same "Common" selections at relatively the same prices. On the other end of the spectrum are bottles so rare we consider ourselves fortunate to even see them, and if we do they are priced to the point of absurdity. These are referred to as the "Impossibles". In between are the bottles that make bourbon hunting fun. Rare or scarce bottles that are out there and can be found at some what reasonable prices with a little patience and legwork.

Some of these are only available seasonally while others are difficult to find all the time. These bottles are referred to as the "Unicorns". They can be found, but often the price is considerably higher than suggested retail, even on the primary market. One reason for this is only a limited number of these bottles are allocated for distribution. Allocation is determined by either the Distiller/Producer or the Distributor. Allocated bottles vary by state and can be difficult to find for the following reasons:

· Limited Production: Many allocated bourbons are produced in small batches or once per year, making supply scarce.

· High Demand: Popularity, awards, and social media marketing drive demand far beyond what’s available.

· Distribution Control: Distilleries often choose which retailers get these bottles, and how many. Stores with better relationships or higher overall sales may get more bottles.

· Secondary Market Pressure: Some buyers don’t drink these bourbons—they flip them on the secondary market for a profit, further reducing supply in stores.

While the suggested retail price for many allocated bourbons might be relatively affordable (e.g., $40 to $100), the real-world price can be many times higher. Price at the shop depends on:

· Retail Markup: Some retailers price bottles at what the market will bear, not what the distillery recommends.

· Secondary Market: Bottles like Pappy Van Winkle or Blanton’s can fetch hundreds or even thousands of dollars online or at auctions, driving overall expectations upward.

· Perceived Prestige: Scarcity and brand reputation contribute to a perception of luxury, justifying higher prices for many consumers.

In short, allocated bourbons combine limited supply, strong demand, and market hype to create a perfect storm of rarity and high prices. When you’re hunting that certain bottle, whether for taste or to fill that empty spot on your collection shelf, it often takes patience, connections—and a willingness to pay a premium.

With so many excellent choices of available at relatively affordable prices, don’t limit yourself to only chasing allocated bottles. With the explosion of “craft” bourbons and whiskeys over the last few years, you could be holding an undiscovered gem at a very reasonable price. Do your homework, read the label, and don’t be afraid to take a chance.

Happy bottle hunting!