LOUISVILLE, Ky. (AP) — A new whiskey created in Kentucky features a blend of age and scarcity that spiked demand — and its price.
As a result, whiskey fans including celebrities and corporate chiefs are angling to snatch up limited stocks of Michter’s Celebration Sour Mash Whiskey for nearly $4,000 per bottle. Shots won’t come cheap, either, fetching an expected $350 a pop.
Limited-edition offerings, with heftier prices than typical stocks, have become commonplace as American whiskey makers dabble in new flavors to lure customers. But the latest introduction by Michter’s Distillery LLC breaks into a pricing stratosphere that could reverberate across the industry.
“This is kind of new territory,” said industry observer F. Paul Pacult, editor of the newsletter Spirit Journal.
“It’s going to start a whole rush of interest in very high-end bourbons, American whiskeys and American spirits. This kind of throws the challenge out.”
The Michter’s product will reach shelves Monday in select liquor stores, restaurants, bars or hotels in such places as New York, Los Angeles, San Francisco, Aspen, Colo., Chicago, Palm Beach, Fla., Houston and Boston. The company produced a scant 273 bottles of the blend of whiskeys, some aged up to 30 years, and all are spoken for, its top executive said. Read more