Short Par 4 The Magazine Issue #2 October 2020 | Page 33

The Water Hazards & The Sand Traps

On the business end of the whiskey world , there is retail and then there is the secondary market where prices are always in flux . Two people can pay two different prices for the same whiskey . Like buying airline tickets . Prices depend on the state , distribution , allocation and manipulated availability . Unfortunately , there is no law against price gouging like there is on say gasoline , but most retailers try to keep pricing fair . Supply and demand are a real concern as distillers gain social currency by placing more emphasis on specialized limited releases , which in turn are obsessed over and coveted by an ever growing market of social media fueled consumers who are fixated on the ultra rare and unattainable . They camp out on the sidewalks of Denver in December (!!!) for the chance to buy a bottle of Stranahan ’ s ‘ Snowflake ’, only to sell it on the secondary market at an overinflated price . And its only getting worse . One bottle of whiskey , which will remain nameless , that sold for $ 20.00 in a discount bin 15 years ago is worth $ 10,000.00 today . I kid you not .

Thankfully , there are plenty of resources out there on the internet as well as social media platforms to check prices and read reviews . Information wise , it ’ s a fantastic time to get into whiskey . Price wise , we are about 20 years too late . Fear not ! The last decade has ushered in so many master distillers both younger and older . Men and women making great whiskies in nearly every state in different styles . We now have a wide spectrum of choices , from alternative grain mash bills to experimental barrel finishes . There ’ s plenty of distilleries now putting out millions of barrels . Get out there and taste around . No reason to stand in line behind pricey label chasers and unicorn hoarders . Play through .