Makers of whiskey in the U.S. are dabbling with new flavors in an attempt to lure in customers. However, the latest Michter’s Distillery introduction has broken into a new pricing stratosphere that might shake the entire industry.
The new whiskey, which was created in Kentucky, has a blend of scarcity and age that has spiked its demand and of course its price.
Due to this, fans of whiskey, including Hollywood celebrities and CEO’s are attempting to snatch up the limited stocks of the whiskey for close to $4,000 a bottle. The Celebration Sour Mash Whiskey by Michter’s is fetching over $350 for just a shot.
The offerings that are limited edition come with much higher prices than the typical stocks. They have become more commonplace as the whiskey makers in the U.S. attempt to broaden their customer base.
One industry observer said the new price is in new territory for American whiskey and predicted it would start a completely new rush of interest in high-end American whiskeys, bourbons and spirits. The observer called it a form of throwing the challenge out to the other makers.
The new product by Michter’s will be on shelves on Monday in certain select hotels, bars, restaurants and liquor stores. Whiskey drinkers will be able to find it in Boston, Houston, Chicago, San Francisco, Los Angeles, New York, Palm Beach, Florida and Aspen, Colorado.
The whiskey maker produced just 273 bottles the whiskey, some age for 30 years, with all spoken for said a top executive.
The company has had to turn down orders said Joseph Magliocco, the company President.
Willie Pratt Michter’s master distiller, blended the whiskey in his favorite barrels, the president said.
One wine and spirits store in Los Angeles is planning to sell the new whiskey at a price of $3,600 a bottle.
The store said they had at least five people who wanted each of his bottles, including rock singers, movie stars and others vying for the small limited supply.
This new whiskey has added a new twist to the increasing demand for super premium whiskey.