In the summer of 2011, I made a video homage to Gary Vaynerchuk’s Wine Library TV, only instead of sipping and then tripping on the layered characteristics of wine, I swilled three whiskeys instead. One of those fine vintages was Pappy Van Winkle’s 20-year-old bourbon, at the time considered one of the best bourbons in the world.
I’d been given a bottle that past Christmas, and as I explained in the video, at $110.00, it was a galaxy beyond my normal price range. Though I’d been given the whiskey months before, I’d been doling out its precious drams—it was a Christmas miracle that I had any left by summer to make the video.
But alas, even bountiful loaves and fishes must go the way of all things. Yet, after I did suck out the last drop of the distillate with a glass pipette in a thermally regulated room and wearing a blackout mask to concentrate on the taste, I kept the bottle on a shelf in my office. Sort of an aspirational inspiration.
Let’s See: How ‘Bout Two Ounces of Gold for 750ml of Bourbon?
If you Google Pappy Van Winkle’s 20-year-old, and you read current prices for the hootch, you will lose your eyebrows. You probably won’t find it for under $1,200 a bottle (if that cheapo bottle is actually available), and in some rarefied zones, you will see prices climbing over the $3,000 dazzlement barrier. Zounds!
Sure, Pappy is fine whiskey, and perhaps it was and is the best bourbon in the world. That’s arguable. But $3,000 a bottle is more of a theoretical thing, a result of smashing atoms together and coming up with a particle that can’t be explained. Along the lines of the tulip mania craze in the 1600s in Holland, where the price of tulip bulbs unpredictably lifted to the heavens, and then resoundingly crashed in 1637, a hellish year for bulb brokers.
Now Pappy hasn’t crashed yet, but one suspects as all markets climb and all markets plummet, it will. The whiskey will still be good, but the folks who have hoarded it for its investment value might start mixing it with Coke.
I’ll Take the Porsche Carrera GT and Two Empty Pappy Bottles
But artificially inflated whiskey prices aren’t what I actually wanted to discuss. I want to discuss artificially inflated bottle prices. Empty bottles. I’d heard a bit back that empty Pappy 20-year-old bottles were selling for $75 on eBay. What? Empties? I checked it out, and sure enough, many people had sold their Pappys for $60 and up. Mine had sat on the shelf for 8 years, and I’d never bought another. (And if prices hold, never will.)
So, I put that pup on eBay, and in a week’s time, sure enough it had sold to some lucky fellow in Ohio for $115, including shipping. It wasn’t lost on me that the bottle sold for more than the sizzlingly high price it held when it was full of its soothing elixir. I was pleased that someone had paid me a tidy sum for a bottle that only held vapors (it did still have a nice bouquet), but being a writerly sort, I had to wonder: what was he (and all those other bottle buyers) going to do with the bottle?
Fill the Bottle with Stories
Was he going to fill it with Early Times bourbon and casually whip it out at a poker party to lavishly indulge his friends? “Yeah, I bought it a while back at only $900. I figured you guys were worth it.”
Was he going to fill it with some nice but not nearly as pricy wheated bourbon (maybe even Maker’s Mark), get the cork professionally resealed, and try to get three grand for it on some Dark Web site where he’d be forever anonymous?
Or perhaps he is going to put it on a shelf with some other distinguished empties he bought online, some outrageous 200-year-old single-malt, maybe a Screaming Eagle or two, a Chateau d’Yquem, and invite his new girlfriend over to his mancave to have her gasp at his impeccable palate and his bulging bank account?
Who knows? But it’s amusing to work up a story or two on the disposition of the bottle, and how even empty, it might provide intoxication to come for new owners. In the meantime, I’m scouring the house for eBay potentials. There’s a Sock Monkey that’s been sloppily grinning at me for years now. Surely after I shake off his dust he’s worth a grand or two.