Whiskey price

Why is Unicorn whiskey so expensive?

Unless they’re willing to pay more than market price, hoarding bottles of premium unicorn whiskey usually forces collectors to participate in auctions and sweepstakes, wait for release dates, and take action. quickly, or partner with a well-stocked liquor store owner (via Uproxx). Prices are high, as many of these whiskeys are released in small batches or are incredibly old bottles – novice collectors probably emptied a long time ago. Think of these bottles as the Birkin bag of whiskeys – a luxury investment piece that only increases in value (meaning you’ll want to keep it on a top shelf and indulge on special occasions, or resell it in years to come for a well-deserved return on your investment).

Some unicorn whiskies, such as those from Pappy Van Winkle, tend to be in short supply initially, as they have won numerous competitions and been widely acclaimed as collector’s items. (Anthony Bourdain also added to the prestige of this particular brand, catapulting Pappy further into the luxury spirits space when he drank it on his show “The Layover” in 2012 boldly declaring, “If God made Bourbon is what he would do.”) The maker only releases 84,000 bottles a year, according to Mixer Direct, and because getting hold of a bottle is so rare and the brand so prestigious, those lucky enough to get your hands on one can resell it on the used market for three times the price or more. A bottle of 23-year-old Pappy Van winkle, for example, retailing for $270 could sell for thousands, the Wall Street Journal reported.