Blantons on Secondary
Just a few months into the new year, and I think it’s time for this post, so here goes …
“Chill People. It’s just bourbon.
It’s time to rethink your priorities.”
I’ve had a great deal of reservation as I contemplated releasing this post … However, as the spark for this article came to me more than a year ago, I’ve held out long enough. More and more social media posts are popping up, asking about fair whiskey pricing. And then the catalyst … I recently saw something which caused me to dust off my unfinished posts and found this nugget. I’m sure you have seen behaviors in your Liquor Store similar to mine.
But first, for a little context, let’s check in with Merriam …
hype | \ hīp \ | (Noun)
extravagant or intensive publicity or promotion; deception; put-on; publicity, especially promotional publicity of an extravagant or contrived kind; a clever marketing strategy in which a product is advertised as the thing everyone must have, to the point where people begin to feel they need to consume it.
Hype used in a sentence: “I do not understand the hype which drives the prices of Blantons on secondary.”
Similar words to hype: advertising, ballyhoo, boost, buildup, exposure, fanfare, marketing, plug, plugging, promotion, propaganda, publicity, puff, puffery, push, razzmatazz
ASKING FOR BLANTON’S AT THE LIQUOR STORE
This is for the people who come in asking for Blanton’s … Just so you know … Liquor Store Staff hate you. (Well maybe hate is a little strong, but certainly “strongly dislike” fits.)
My friends tell me they can pick out someone who is going to ask, even before the question gets popped. They walk right up to the counter and say something like …
“Do you have that bottle with the horse?”
“Are you getting any of that Horse Whiskey?”
or directly …
“Do you have any Blanton’s?”
Sometimes they assume, “I’m told you have Blanton’s.”
Others, when sensing adversity, quickly defer to something else just as challenging to get, “How about ‘Wellers’? Do you have any ‘Wellers’?”
When told “No”, many (read most) just turn and leave without looking for or buying anything else. Others get upset and create a scene when they’re told no (we’ve all seen one or two of these, haven’t we?) Some even get belligerent, complaining to everyone else in the store, “I’ll bet they’ve got some in the back they’re holding for their friends.”
Really? Does active accusation EVER work?
Even if any was being held back for whatever reason, does anyone think bullying will change the transactional outcome?
Come on people, be nice.
This is where we, as whiskey ambassadors, need to up our game. We need to be ready to support our local liquor store staff. After all, and as I noted, they are our friends.
STATE VS RETAILER CONTROL
I feel for those of you across much of the country who can only find and buy “rare”, limited availability, and allocated products like Blantons on secondary or at inflated prices.
Seventeen states, including Idaho, and jurisdictions in Alaska, Maryland, Minnesota and South Dakota have adopted forms of a State Control model. For the most part, these entities sell spirits (when available) at MSRP … Which is the amount the DISTILLER values the product.
After the recent round of price increases, Buffalo Trace sets MSRP for Blanton’s Single Barrel at around $64.95. Personally, I think Blanton’s is a perfectly fine and serviceable bourbon … at $60-70 a bottle. (It was a much better value when it was priced under $60, but unfortunately those days are long gone.) It’s also a nice bottle to have around for the occasional guest who’s never had it before and is curious.
I know what some of you are thinking … BLASPHEMY! ARE YOU REALLY GOING TO GO THERE? WHAT ARE YOU PLAYING AT?
AVERAGE MSRP, FAIR PRICE, SHELF PRICE
BoozApp, a downloadable tool, which “exists to level the playing field”, offers the following guidelines for pricing Blanton’s (although I don’t think the App has caught up with MSRP change quite yet). Current pricing, as of March 2024, can be seen the following image …
Now, far be it from me to tell anyone what they should pay for something. Your money is not my money. Still, prudence is advised before buying ANYTHING* at inflated prices. For example, one may pay higher than retail for new a new air conditioner in the heat of summer, tires, or a water heater replacement because of an immediate need, but I dare-say, even then, some shopping will likely occur.
*While I try to NOT pay more than retail, it’s important to note, everyone has their own value system.
BUT WHAT ABOUT SECONDARY PRICING?
I contend it is in part, the behaviors described above drive Blantons on secondary. And the situation isn’t exclusive to this bourbon. Any high demand, low availability whiskey can and does star in the title roll.
As I’ve written in other posts, I monitor Whiskey News and RSS feeds, Facebook, Instagram, and Twitter posts along with feeds from LinkedIn, Pinterest, and Reddit to stay abreast of industry developments. Outside of the seventeen states and liquor control jurisdictions, retailers price their spirits at “whatever the market will dictate”.
It makes my hair hurt when I see posts such as, “I just found my first Blanton’s in the wild … Only $150 (200, 300, … YIKES!)” Those posts often include a flexing lap picture with the resting bottle near the car’s steering wheel emblem.
LET THE BUYER BEWARE
Capitalism is a wonderful thing, however I urge people to consider carefully before buying Blantons on secondary … or any rare whiskey unicorn for that matter, at more than retail. People who buy from individuals, unlicensed sources, unscrupulous retailers and other profiteers at inflated prices may not get what they believe they are paying for. Blanton’s is simply NOT a $100 bottle of bourbon (let alone a $150 or $200 bottle), nor will it compare to bottle priced as such.
And then there’s the chance for MSRP manipulation. Make no mistake … it’s coming, and market control may already be upon us. Distillers know their high demand products are being sold outside the confines of suggested retail. Already we’re seeing products jumping in price, and new releases seem to have unusually high MSRPs right from the get-go. Secondary is driving shelf price up for everyone.
BUT WHY BLANTON’S?
Of course there is history and a certain mystique at play. According to the Blanton’s website,
Elmer T. Lee introduced the world to Blanton’s Single Barrel Bourbon a year before he retired. In doing so, he revolutionized the industry by creating the “super premium” category of bourbon with the world’s first single barrel bourbon.
There it is … Puffery! Now I’m sure the first bottlings were awesome. But, at the time Blanton’s was not intended for the American palate. In fact, in 1984, bourbon was a bust in the US. The public wasn’t ready or willing to pay the asking price of $24 for this, or any bourbon. Japan was the target market as the people there had a thirst for the stuff.
But with careful publicity, some fanfare and promotion, (and a little passage of time), people began to take note of the oddly-shaped bottle with the horse on the stopper. There were unique hand written markings on the label plugging dump dates, barrel numbers, warehouse and storage rick locations. Even the stoppers featured different poses of the horse and rider. The bottles had become collectable.
Creative marketing caused the hype which naturally drives the price of Blantons on secondary! Still, the bourbon inside must be good, right? As I wrote earlier, Blanton’s is a good bourbon. But great, well that is up to you and your palate to decide.
ALTERNATIVES
For my tastes, there are other whiskies at the $60 price point (or even lower) which are just as good or better … Eagle Rare, Four Roses Single Barrel, Four Roses Small Batch, George Remus Straight Bourbon, Knob Creek 12 Year Old, Maker’s Mark Cask Strength, Old Ezra 07 Year Barrel Strength, Old Forester 1910, Old Forester 1920, and Sazerac Straight Rye to name a quite a few.
Notice I didn’t say they tasted like Blanton’s. They don’t. But by now, I would hope our readers have learned each whiskey has its own taste. And of course, what I like may differ from what others like. Those in the list above are just some of the more affordable whiskies I’ve come to enjoy. And yes, a few may be hard to find, but even then, bottle pricing shouldn’t be too crazy once located.
But when someone pays $150, $200 or even more for Blanton’s, then tries to compare it with something purchased from those price tiers, it generally won’t stand up. And then we get to read all those “I don’t get the hype” posts on social media.
BUT THEN AGAIN, I COULD BE WRONG!
There ARE ways to get what you want without resorting to indentured servitude. Make friends with good retailers. Keep your eyes open. Bottles of Blanton’s and many other unicorns are out there – at MSRP, Shelf or even Fair Price.
Better yet, join a local whiskey club or group. You’ve probably got someone else’s unicorn in your own bunker right now. Share two ounce conquest samples with your new-found friends. Soon enough you will get to try your unicorn, and it won’t have had to cost you an extra week’s worth of groceries.
Here’s the Bottom Line: Buy and drink what you want at whatever price you are comfortable paying. As I wrote earlier, nobody … not me, or anybody else … should be telling you what to do (or not do) with your money. Even so, when you feel or sense something isn’t right, take a step back, and consider carefully before putting your hard earned cash down on any whiskey at secondary pricing.
Okay, I’ll step down from my soap box now.
~~~~~~~~~~
Cheers!
Blantons on Secondary
written by Brian Dawson, 2024, March 04
Editor, WhiskeyfortheAges.com