Dustin Gandoff
Seeing the Unseen: Where are the Bargain Bourbons?
Remember the good old days when you could walk right into a liquor store and purchase a fine bottle of bourbon without selling a kidney? Those who long for fine bourbons at a reasonable price can fondly reminisce their glory days. Unfortunately, today’s landscape tells a different story.
The Whiskey Mania
Whiskey, notably bourbon, used to be considered old-fashioned and uncool, suitable only for grandpas and lone writers. However, the tables have turned in recent years, and we are in the throes of a whiskey mania. Bourbon has become a sensation, with both connoisseurs and novices alike scrambling to buy quality bourbon.
A result of Supply and Demand
One may wonder, “Why has bourbon become so popular?” It’s all about the basic economics of supply and demand— as demand for bourbon surges, the supply struggles to keep pace, driving up the cost. Bourbon is not something that can be mass-manufactured overnight. It requires time, often several years, for the aging process to create bourbon worth drinking.
Global Bourbon Repute
Bourbon’s increasing global reputation as a must-have spirit is another factor driving up prices. Outside the United States, in places like Japan and Europe, bourbon has attracted a strong following. International consumers are willing to pay big bucks for quality bourbon. This growing interest and willingness to pay higher prices have inevitably led to increases in the costs of bourbon.
Vanishing Bargains
With the whiskey mania continuously driving prices up, the inexpensive bottles of bourbon have become elusive. It is not uncommon to find bourbon bottles that used to cost around $20 now going for double or triple that price. High demand from consumers and bourbon collectors has made it tough to find those bottles that used to be ‘easily available’.
Pursuit of Quality over Quantity
Another factor that has contributed to the vanishing of bargain bourbon is the pursuit of quality over quantity. In the past, large bourbon producers used to pump out a lot of bourbon without steep price tags. But as consumers have become more educated about what good bourbon should taste like, they are willing to pay for quality. This has led bourbon distilleries to focus more on producing high-quality bourbons that can fetch higher prices.
Collectors & Flippers
The whiskey mania has led not just to an increase in regular consumers but also in collectors and flippers. Flippers buy bourbon bottles only to resell them at higher prices. This has caused a spike in prices and has made it harder to find the more affordable bottles of bourbon on the shelves.
Finding that Bargain Bourbon
While finding bargain bourbon may seem like a Herculean task, it’s not impossible. It may require a bit more effort and time compared to the past. Bourbon hunting can often lead to pleasant surprises, and there are still manufacturers out there who value quality at a reasonable price. It’s all about keeping a sharp eye out and not giving into the hype of pricier options.
The Future of Bourbon
It is unclear what the future holds for bourbon. Will the whiskey mania die down, bringing back the days of bargain bourbon? Or will prices continue to rise as bourbon maintains its high-flying status as a must-have spirit across the globe? Only time will tell. Until then, keep your eyes open, and you just might stumble upon a bottle that’s smooth, fine, and doesn’t break the bank.
