Van Winkle announced the 2026 collection on September 11 with price increases. This lands in a year of a 16-million-barrel glut, craft sales down a third straight year, a distributor in liquidation, and a softening mid-tier secondary. Back on BCR #42 in 2020 this panel specifically praised Sazerac for not pricing Pappy at what the market would bear. Six years later they moved the number up in a down market. Was the restraint we praised always temporary? Look at October’s release calendar. Woodford’s 30th anniversary bundle is distillery-only at $225. New Riff’s six-year wheated went to whiskey club members with distillery pickup only. Pursuit’s own XS Double Oak to P. Club members before anyone else. Is thi the beginning of a much larger shift where allocation migrating out of retail?
Show Notes:
- What does the Van Winkle price increase mean for demand
- Has Pappy’s appeal changed among bourbon enthusiasts
- Who benefits more from the Van Winkle–Sazerac partnership
- Could Pappy be released through the Buffalo Trace gift shop
- Are limited releases shifting from retailers to distilleries and clubs
- How can brands balance direct sales with retail distribution
- Could regional and online releases provide other ways to reach buyers