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
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