Why the Pappy Brand is So Expensive?

“We make fine bourbon at a profit if we can, at a loss if we must, but always fine bourbon”
– Julian “Pappy” Van Winkle Sr. –

If you have been exposed to the bourbon world, the word “Pappy” probably brings up thoughts of the infamous bourbon series of Old Rip Van Winkle and Pappy Van Winkle. You may also know that getting your hands on one of these bottles is close to impossible and will cost you a pretty penny. But why are they so expensive? Well, since hitting the shelves in 1994, and growing in popularity after Buffalo Trace was determined as the main distilling sight in 2002, bottle sales exploded. Although marketing was not huge on the brand, it was not needed because word of mouth spread quickly about how fine this bourbon was. Celebrities and famous chefs even voiced how it was a favorite of theirs, something the family never expected or asked for. Setting it apart from others is the use of wheat instead of rye, which gives it a smoother and sweeter finish. Limited quantities are also produced of each series and although reasonably priced on the website, once they reach stores and retailers, the price significantly skyrockets. The bottles are even used in charity auctions, bringing in thousands of dollars. Whether you get the chance of owning one of these bottles or even tasting this rarity, consider yourself extremely lucky. The Pappy Series is truly considered a unicorn bourbon.