The high-end whiskey market is, frankly, a little bit stupid right now.
It has been for a while. Blanton’s, for example, used to be a pretty good bourbon you could find many places for around $48 a bottle a decade ago. Now it’s mostly relegated to resale markets at prices that in no way reflect the good, not incredible spirit within.
Needless to say, this demand for high quality whiskey that doesn’t necessarily have to be elite has spurred a rash of new contenders to a crowded field.