When I used to work for Michael Graves he was always asked what the difference was between designing for Alessi (expensive) and for Target (cheap) — he always said the design process was the same, the difference was the materials used in manufacturing the objects. I guess the quantifier for the expensive booze is time, is it not? This has certainly made me think.
Yes, time in barrel accounts for the rarity of the juice, and to a certain extend the price. But only to a certain extent. The rest is perception of value and what the market will bear. Also, they always work up these ridiculously expensive, custom decanters and bottles for these products. That adds on to the price. When the liquor is gone, you've got yourself a very fancy doorstop or planter.
It’s not necessarily that hard for some of these longstanding distilleries to sift through their warehouse for a very old barrel that just never really worked for their purposes—too much or this or too little of that—declare it “special” and bottle it. It doesn’t even have to be all that delicious.
Very well said, Robert (and Aaron and Tony and Robert). As the owner of a PR firm that has worked with spirit brands of all sizes (and budgets), we see a marked difference in the goals and expectations depending on our point of contact. When we are hired by the marketing team of a brand, our conversations are far more geared towards what will generate clicks, what sort of stunt will get press, how can we get people buzzing about us. When we are working directly with a brand founder, the focus is more on how we can tell stories to drive sales and growth.
At the end of the day, mentions in Forbes, Robb Report, Men's Journal and so many other outlets are worth far more than the $145,000 bottle price to many brands. The people reading that coverage likely have the bottle price or more in student debt and most definitely won't be tasting it anytime soon, but they're now learning about your brand, the category, and the industry. The next time they're ordering whiskey at a bar, they might just be a little more curious about how something is made or the aging process. They may simply just add it to their rolodex of things to bring up in an awkward silence on their next date.
From the PR side, I clearly have a lot of thoughts on the topic, but I'll save my ramblings (or I'll have to start my own substack!).
Great post. Repeatedly, I think there’s a belief that high end releases provide a halo for the lower priced expressions in the portfolio? Are Blue Label, 1942, Louis XIII etc. advertising to sell Blue Label and 1942 or because there’s a belief that the association helps move cases of Red and Black and help justify increasingly higher prices at the low end of the brand ladder? I think yes, but I’m not sure it works!
I still roll my eyes at any news regarding BTAC releases because living in NC means the only way you have a shot anything is to win a lottery, which I haven't and probably never will. If I'm very lucky one bottle will end up at a bar or restaurant and won't charge a ridiculous amount for a pour.
What's worse is knowing that all of these rare releases always end up with a collector and will, in all likelihood, never get opened and enjoyed.
When I used to work for Michael Graves he was always asked what the difference was between designing for Alessi (expensive) and for Target (cheap) — he always said the design process was the same, the difference was the materials used in manufacturing the objects. I guess the quantifier for the expensive booze is time, is it not? This has certainly made me think.
Yes, time in barrel accounts for the rarity of the juice, and to a certain extend the price. But only to a certain extent. The rest is perception of value and what the market will bear. Also, they always work up these ridiculously expensive, custom decanters and bottles for these products. That adds on to the price. When the liquor is gone, you've got yourself a very fancy doorstop or planter.
Or bedside water decanter perhaps. ❤️
Or receptacle for a colored sand sculpture.
I love them, perhaps we can make an ocean/beach scene with seagulls in the sky.
It’s not necessarily that hard for some of these longstanding distilleries to sift through their warehouse for a very old barrel that just never really worked for their purposes—too much or this or too little of that—declare it “special” and bottle it. It doesn’t even have to be all that delicious.
True. Old rare means better.
Very well said, Robert (and Aaron and Tony and Robert). As the owner of a PR firm that has worked with spirit brands of all sizes (and budgets), we see a marked difference in the goals and expectations depending on our point of contact. When we are hired by the marketing team of a brand, our conversations are far more geared towards what will generate clicks, what sort of stunt will get press, how can we get people buzzing about us. When we are working directly with a brand founder, the focus is more on how we can tell stories to drive sales and growth.
At the end of the day, mentions in Forbes, Robb Report, Men's Journal and so many other outlets are worth far more than the $145,000 bottle price to many brands. The people reading that coverage likely have the bottle price or more in student debt and most definitely won't be tasting it anytime soon, but they're now learning about your brand, the category, and the industry. The next time they're ordering whiskey at a bar, they might just be a little more curious about how something is made or the aging process. They may simply just add it to their rolodex of things to bring up in an awkward silence on their next date.
From the PR side, I clearly have a lot of thoughts on the topic, but I'll save my ramblings (or I'll have to start my own substack!).
Thank you for the insights, Stefany. Much appreciated.
Great post. Repeatedly, I think there’s a belief that high end releases provide a halo for the lower priced expressions in the portfolio? Are Blue Label, 1942, Louis XIII etc. advertising to sell Blue Label and 1942 or because there’s a belief that the association helps move cases of Red and Black and help justify increasingly higher prices at the low end of the brand ladder? I think yes, but I’m not sure it works!
I believe that is part of the thinking. But, like you say, I don't think it really works.
Great article. You make a bunch of terrific points.
But next time you get invited to one of these things, just lend me one of your hats and let me pretend to be you and take your place at the tasting.
Will do!
I still roll my eyes at any news regarding BTAC releases because living in NC means the only way you have a shot anything is to win a lottery, which I haven't and probably never will. If I'm very lucky one bottle will end up at a bar or restaurant and won't charge a ridiculous amount for a pour.
What's worse is knowing that all of these rare releases always end up with a collector and will, in all likelihood, never get opened and enjoyed.
Very likely. they are trophies.
A little off topic from the booze, but I believe Michael's last stage performance was in Socrates at the Public in 2019.
Snob appeal
Advertising 101
😉
Indeed.