This video is misleading. Yes, stores are paying that price BUT to get those allocated bottles, you have to buy cases of that brands junk that they have to sell at very little margin just to get 1 bottle of those highly allocated bottles. Otherwise, why wouldn't someone open up a small store and only sell those allocated bottles at a huge margin? The reason those allocated bottles are priced so low for retailers is because the brands are using that as an incentive for them to buy the higher volume products that make the brand money. And retailers don't necessarily know how much they need to buy to get the great bottles. I don't own a liquor store but my friend owns a bar and they use the same methodology. I've also befriended multiple store owners from buying allocated bottles and they've told me the same. The BTACs and Pappy's are the worst. You have to buy a couple hundred cases of Fireball and Wheatley vodka before you're even considered for BTACs and Pappy's. And it's not even guaranteed like some other brands. They literally tell you their system uses an "algorithm" to determine it. Some stores refuse to play the game and that's why they never get any allocated bottles. They only sell what they know they can move with good margin. In net, there's more factors in the price of these allocated than just the price of the bottle itself.
Eye Opening for sure ,, one of my local stores has weller special reserve for $70 I looked at the shelf I looked at the owner and just walked away .... Thanks Charles
Greed is the core problem that has infected whiskey (not just bourbon) in general. Scotch has been heavily corrupted by the big owners that push certain 'brands', where the juice is heavily filtered and color added and proofed down to basically water. Irish whiskey has suffered the same degeneracy as Scotch. Bourbon as of the last 10-15ish years has slowly and then very quickly suffered the same industry practices. Quality overall is stagnant or trending down, price is trending up, age statements are being dropped or are being lowered, etc. Supply and demand can be argued for this but the reason for the demand increase was for clout and bragging rights, not for love of bourbon and enjoying it for what it is. Too many Pokemon collectors and speculators (flippers) at all levels. Now some of these 'brands' have become trade fodder and status symbols and aren't really being opened anymore. Consumables have been turned into commodities and that's not a good thing.
Here in OKC the store has to buy cases of stuff like fireball and segrams 7 just to get a weller special reserve which they sell for like 40 dollars.Some stores do allocation sales 2x a year while others never get anything.I have seen Elmer T.Lee for 300 $ .I focus more on the unpopular brands and pay decent prices for it.
I am actually surprised the stores are paying that much. I bet larger stores that move more get additional discounts. The margins you illustrated for MSRP are actually pretty slim. Due to scarcity, you are likely to pay more than retail. But an extra $20 on a good bottle might be worth it. An extra $200 is not.
The way I have seen and heard it Michigan stores are monopolized and forced into buy him extra products just to be able to obtain a lot of the highly allocated bottles
Thank you for the price list we greatly appreciate, coming from north of the border 🇨🇦 where bourbon seletion is limited, you're the 1st that I know to share this information, again many thanks ❤
I live in Michigan and have that price list on my phone I never pay more than state minimum and have scored some great bottles but I stop at a lot of stores
A bottle is worth what the consumer is willing to pay. Simple Economics 101. I won't pay big money for allocated bourbon but if the rarity adds enough value for someone who is willing to pay, then that's the market equilibrium price. I can't really blame the retailer for being unwilling to sell a BTAC for $150 when they know that customer can walk out the door and flip it for $$$$.
We need more videos like this. Wish there was info like this available somewhere for NY. Would love to know what the market is actually like in my area.
@silvspeed2 get to know your store owners. That's how I get alot of my info and ny is pretty bad as it's a big market that caters to nyc which affects other markets in ny not to mention ny has to certify that labels separately which also affects Delivery time and cost
First let me say that I'm a fan and I love what you're trying to do here. Now, I must disagree with the idea that this is store owners trying to stick it to their customers. The bourbon community, as a whole, created this problem. You are correct that the only way to fix it, is for us to STOP paying these inflated prices... both in the store and on the secondary market. Demand drove the price up. And it's the only way to drive it back down.
I got a Jack 10 for $99.99 at an allocation drop. I’m amazed how low the store margins are though. They must make all the money on high volume, cheap stuff.
Right there with ya, I try to look for MSRP but never find it, they charge way more than that, I then dont recomend those stores to anybody, the reason is most likely their shelf selections will be overpriced as well . Somebody needs to get a governing type thing like the requirements needed for a bourbon to be called a bourbon on this, this is price gouging on the gullible .
You have to add in the hidden cost of how much Wheatley and Fireball distributors force the stores to buy just to get allocations. Obviously some stores price so high no one will buy but a gentleman’s markup is to be expected. 15% gross margin is razor thin to operate a business.
This. To add on, I have heard store owners comment that their largest profits come from allocations, and so Fireball sales are not making them much money. When someone hands them $1000 cash for a pappy, that's when the real profits happen.
Man I hope you can get all of the other highly watch RUclipsrs to re do this. It's a Fu+#+Ng disgrace and I'm fully behind your decision. Being in the UK these escalated prices are even worse over here, sucks to be British and love bourbon, I only buy from one distillery now (Kings County) they punch well above their weight against most of the over priced bottles in term of pound to pound or Dollar to dollar. Love you and your content man.
Minimum shelf price is not MSRP. Minimum shelf price or Minimum Advertised Price (MAP) is the lowest a dealer can list a product for. The Manufacturers Suggested Retail Price (MSRP) would be a suggestion from the vendor and is not shown on your listing.
I love getting comments from people like you. This must be the first video of mine you've ever seen. Otherwise, you would know that i'm a former national account manager for a distributor. With 15 plus years in the spirit industry. (MAP) and (MSRP) are interchangeable. The only difference between the two is MAP is an enforceable policy to keep retailers from lowering the price below a certain threshold But doesn't prohibit retail stores from offering discounts such as BOGO, to achieve a lower price without consequence.
I think distributors are playing dirty. Just had a liquor store tell me his 2024 Coy was priced at $250 cause MSRP was $220. And we all know it’s $80….. I hate this game. There needs to be genuine federal & state laws changed
When stores tell me that,I tell them if they can show me an invoice where they pay that and I'll pay what they're asking.They will never show you that invoice... Normally, they just get mad at you and tell you to leave
@@thatbourbondude it sucks cause it’s my only local store and they’ve helped me before so I’d hate to burn a bridge. The interaction was definitely fishy. Dude calls me in to say they got coy hill and then asks if his price is in my range. Only to tell me he already sold one and might not get another…. How stupid does he think I am
Thanks for video!!!! I wish everyone would get on the same page im all about a deal do i have never paid this prices.... Im neve payimg more the 5-10 or retail why I don't have any of these bottles. I would love to have some jack 10 and 12. The new 14 coming out in 2025. I live in a small town and the store tried to charge me 200 for a Weller full proof not a chance
Whoa! Great information. I'm going to compare my area store prices. Both my states are state run liquor stores. Prices are retail, but hard to find bottles are scarce. Some are not rare bottles, we just don't get very many, so they sell extremely quick. For example, I have only seen a Blantons once in 3 years and never see any Weller or Stagg and rarely EH Taylor. Some are limited releases and only available in a few stores out of around 60, plus over 100 bar/ restaurants.
Love the content here - gotta admit, I’ve definitely overpaid for a few of these bottles myself. One thing I’d add is it’s not always on the stores but more on the distributors. They’re squeezing liquor stores with limited supplies of 'allocated' bottles, forcing them to buy cases of stuff most of us just walk past. In my view, the real issue lies with the distributors and the big corporations behind them. What do you think?
They math the overhead cost like property cost insurance and the pallets of junk like fireball they have to buy to even get an allocated bottle around here. Not like they can say order a palate of stagg or blantons to meet the demand at msrp
Makes sense! I do try to see it from their POV. Last thing I’d want to worry about when I know I need to move a ton of product is having 50% of my time eaten up by guys asking about bottles that make up .01% of the profit I need to make it. Can’t say how I would handle it. Probably something that would drive traffic in the store and ensure at least a chance for anyone.
You can got to Alabama ABC and see what we pay for bottles. Our state tax is expensive, we get a chance to get allocated bottles every month. Although you have to be picky cause you're only allowed 2 bottles.
Correct. This info is not "shocking".... sorry. If you have been hunting whiskey for more than three days without knowing the difference between actual MSRP for the products you buy and the actual amount you spend on bottles, then you might need your head examined. There are so many resources, guys. C'mon. Do better!
This is true and it sucks, but I have never seen a person selling on the secondary market selling it for these price either. I have been in the game for years. I remember when we sold the stuff for msrp, and then someone else without liquor license sell it for an ungodly amount. So what is good for one is good for the other. Now I know this has been said for over a decade now. Just have to say store owners did what other did. I do not like it but facts are facts, I also know that because a distillery said they suggest it sold for a price, dose not mean it will be, and is also not breaking a law. Not standing up for store owners that secondary market the prices of these products, I have been priced out of the market, and I work for a store. And just in closing on this topic the community is to blame for these prices, not just stores. I agree on don't buy it for that price in a store, but as well do not pay that price for a person that has no license to sell it either.
More importantly than showing what a store paid, whiskey tubers and consumers need to stop giving out an arbitrary cost of what something is “worth” or telling what they paid. This price signal only reinforces the high cost of an item. You know store owners rely on whiskey tubers to get an idea of what to charge.
Very interesting video. Anyway have a great vacation! I love Florida do lots of bourbon hunting there. Hit up a Total Wine if you can they always have some good stuff and not marked up too much 👍🥃
The stores arent the problem…they are keeping up with the secondary market. That’s the real problem. I’m in MI and you never see those on the shelves. A lot of the stores know what’s going on so why should they put a GTS on the shelf for 150 so someone can come grab it, put it onto the secondary market and get 800 for it? Margins are extremely small on liquor and you have to buy an ungodly amount of things with a $1 mark up to possibly get a BTAC bottle.
Have you ever gotten priced for a barrel proff of a product for just the price of the small batches of the same products and walked out smiling?? That how you know their prices are bs..i got a bernhiem barrels proof for $34 out of the door 😂😂...that was the lax bottle it was mixed-up with the small batches...they go for $90 to $100 here in Atlanta Georgia
JD10- found for 110 JD12- found 107 (lucky me😻) Anywhere else ive seen for 150-250+ Totalwine had Stagg jr for 60 every other store lists for 200+ ER store listed for 45 Every other store seen 80-90+ I can understand 10-20 more but flat out double or triple the msrp is just greedy. Ive heard some stores have to sell so many other bottles just to get some allocated I dont know how true it is but i rarely see stores pushing to actually sell particular items so i dont understand how the system really works is it just finger point between liquor stores and distributors then customers are caught? Why can some stores sell for reasonable prices? Dunno would enjoy better understanding.
I work in the industry and from my experience stores chose to either sell for SRP or know the hype and upsell. Distributors are a huge problem and do in fact tell us we have to sell Sazerac rye, at a certain minimum number of bottles, to even get basic Buffalo Trace. One distributor was already removed for their practices just over a year ago and more could be. More information is out there if you look. Cheers.
Great video but being a Michigander, there are 2 points I want to make. I don't know how any store can survive on the margins in Michigan between cost and MSRP. With that being said, I don't have a problem with a retailer charge a fair mark up on a hard to find bottle. But 300-400% mark up is ridiculous and I won't give those retailers my business. Keep up the good job on this topic - I think it's started to sink in!
MSRP is the *suggested* retail price. If it costs an arm and a leg just to break even the liquor store is absolutely going to charge more than that. And taking one state out of 50, ignoring conditions in other states - and conditions can vary within a state too - is unfair. There are places in the United States where the only way to make a living is to charge prices that apparently you would consider gouging. Remember that the markup from MSRP to shelf has to cover rent or mortgage, property tax, electric, building maintenance, compliance with multifarious government regulations, and labor - and somewhere the store has to make a little profit too, or it'll go out of business.
While very informative and i agree that the allocated and sometimes shelfer prices are getting out of hand. I think you are not reporting the full story. While some store owners are greedy. Some are actually distributors marking up over msrp. Some distributors are making you buy harder to move stuff in order to get access to allocated bottles. Also the msrp is just a suggested retail and as a rule it's just a minimum. Part of the issue is the community hyping up allocated bottles as well. So I think people at all levels (consumer,promoter,retail,distributors) all need to change. I honestly believe that is too much change for a "trend" and until whiskey become less popular then this will continue to be an issue unfortunately
Honestly, I'm surprised at how absurdly low the margins are for cost vs suggested retail, even among the fast-moving shelfers. Hard to imagine how that helps liquor stores keep the lights on. I know the video was meant to highlight how bad the markups are, but if anything, it makes me less surprised why they want larger margins for the pain of even stocking them. Some markups are certainly irrational, like on Pappy, but I'm in Southern California and the cost of running a business (rent, property, employment, insurance, liquor license, etc), I can see why MSRP's are mostly ignored. These small shops don't have the buying power, overhead, or sheer purchase volume of a large grocery chain, Total Wine, Costco, etc. Doesn't mean I'm excited to overpay for a bottle, but I get why you can't always expect that.
You’re forgetting all the bullshit these stores have to buy to even get the allocations. You need to buy cases and cases of Fireball and shit like Wheatley Vodka and shit that doesn’t sell like Sazerac Rye first. Should you be paying full secondary? No, but they’re entitled to some on top of MSRP. Also… you keep saying “stop overpaying” like you can find these bottles for these prices. So basically what you’re saying is don’t drink good bourbon.
I think you being upset with the brick and mortar is laughable. Don't get me wrong, but your anger is pointed at the wrong place. You need to key yourself into the three tier system that the federal government imposed, and how liquor is distributed and the laws associated with distribution. To correct these stupid prices, which in my opinion, are justified by the brick and mortar stores we all need to advocate and petition for legislation to enable consumers to buy from distilleries, especially for special release products. The distributors aren't even needed anymore with the invention of the internet and electronic transactions. You're showing state prices, which don't mean a thing. The prices that the distributors BUY it from the distilleries would make you sick. It's like almost less than half those prices you have listed. Who do you think supplies and runs the secondary markets? Bourbon hunters? LMAO! (pro-tip: it's the distributors) For example: The distributor would receive 12 cases of cypb and split 2 cases (12 bottles) to stores in their systems and then take the other 10 cases (60 bottles) and siphon them off through friends and families selling in online facebook groups and forums as an example. The brick and mortar stores don't even see 1/4 of the allocated supplies they should be getting - don't kid yourself. The laws need to change, and it's the distributors who are not only breaking the laws in selling them, breaking their own contracts with the distilleries, corrupt government bodies getting busted for hoarding and reselling rare whiskies, but they're not really getting in trouble with the DEA or anyone except when it becomes so blatant that they get caught... There are countless stories... The issue is the distributors, hands down.
www.michigan.gov/lara/bureau-list/lcc/spirits-price-book-info
This video is misleading. Yes, stores are paying that price BUT to get those allocated bottles, you have to buy cases of that brands junk that they have to sell at very little margin just to get 1 bottle of those highly allocated bottles. Otherwise, why wouldn't someone open up a small store and only sell those allocated bottles at a huge margin? The reason those allocated bottles are priced so low for retailers is because the brands are using that as an incentive for them to buy the higher volume products that make the brand money. And retailers don't necessarily know how much they need to buy to get the great bottles. I don't own a liquor store but my friend owns a bar and they use the same methodology. I've also befriended multiple store owners from buying allocated bottles and they've told me the same. The BTACs and Pappy's are the worst. You have to buy a couple hundred cases of Fireball and Wheatley vodka before you're even considered for BTACs and Pappy's. And it's not even guaranteed like some other brands. They literally tell you their system uses an "algorithm" to determine it. Some stores refuse to play the game and that's why they never get any allocated bottles. They only sell what they know they can move with good margin.
In net, there's more factors in the price of these allocated than just the price of the bottle itself.
This man speaks straight facts nothing less. Never let me down yet
Consumers have way more power than we realize. Unfortunately, that power only manifests if we unite and refuse the madness 💯
Eye Opening for sure ,, one of my local stores has weller special reserve for $70 I looked at the shelf I looked at the owner and just walked away .... Thanks Charles
Much appreciate the info brother!!!
Thanks for the video, this is a great help.
Nice! Solidified my stance not to over pay! Too many Killer Bourbons and Ryes out there off the shelf rather than play these games.
Truth be told! Gotta admire a man who does the right thing even if the pressure from the unscrupulous sellers is going to be hard to bear.
I think the craft brands also need a reality check. Mainly the ones with sourced and/or young juice. Their prices are ridiculous
So true
Greed is the core problem that has infected whiskey (not just bourbon) in general. Scotch has been heavily corrupted by the big owners that push certain 'brands', where the juice is heavily filtered and color added and proofed down to basically water. Irish whiskey has suffered the same degeneracy as Scotch. Bourbon as of the last 10-15ish years has slowly and then very quickly suffered the same industry practices. Quality overall is stagnant or trending down, price is trending up, age statements are being dropped or are being lowered, etc. Supply and demand can be argued for this but the reason for the demand increase was for clout and bragging rights, not for love of bourbon and enjoying it for what it is. Too many Pokemon collectors and speculators (flippers) at all levels. Now some of these 'brands' have become trade fodder and status symbols and aren't really being opened anymore. Consumables have been turned into commodities and that's not a good thing.
Stores around me dont get many allocated bottles because their distributor requires them do buy crap they cant move
Same for my location
My honest oppinion, even the stores are paying to much for bottles and then we are just getting royal'y F'D!
Excellent video. Thank you!
Thank you for sharing this info. I've always wonder what the true prices were for these bottles.
Good looking out brotha. These store are nuts with all this secondary pricing BS. I feel like it’s about time the market gets put on blast 💥
Here in OKC the store has to buy cases of stuff like fireball and segrams 7 just to get a weller special reserve which they sell for like 40 dollars.Some stores do allocation sales 2x a year while others never get anything.I have seen Elmer T.Lee for 300 $ .I focus more on the unpopular brands and pay decent prices for it.
My go-to bottles are knob creek 9yr, wt101,early Times bib
The 3 tier system is the issue. If we could buy directly from the distillery, these secondary prices would drop
I am actually surprised the stores are paying that much. I bet larger stores that move more get additional discounts. The margins you illustrated for MSRP are actually pretty slim. Due to scarcity, you are likely to pay more than retail. But an extra $20 on a good bottle might be worth it. An extra $200 is not.
In Michigan all retailers purchase directly from the State, the state gives no discounts, every retailer pays the same price.
hands down, best content in the bourbon game, congrats and thank you
Great Job, everybody and channel from other states need to do this!
It’s the distributors ,asking stores buy 30 cases of fireball for one Weller full proof lol
Great video, appreciate the information!!!
The way I have seen and heard it Michigan stores are monopolized and forced into buy him extra products just to be able to obtain a lot of the highly allocated bottles
Thank you for the price list we greatly appreciate, coming from north of the border 🇨🇦 where bourbon seletion is limited, you're the 1st that I know to share this information, again many thanks ❤
I bought both my Jack 10 and 12 for those prices. Just missed a coy hill for 99
I live in Michigan and have that price list on my phone I never pay more than state minimum and have scored some great bottles but I stop at a lot of stores
A bottle is worth what the consumer is willing to pay. Simple Economics 101. I won't pay big money for allocated bourbon but if the rarity adds enough value for someone who is willing to pay, then that's the market equilibrium price. I can't really blame the retailer for being unwilling to sell a BTAC for $150 when they know that customer can walk out the door and flip it for $$$$.
We need more videos like this. Wish there was info like this available somewhere for NY. Would love to know what the market is actually like in my area.
@silvspeed2 get to know your store owners. That's how I get alot of my info and ny is pretty bad as it's a big market that caters to nyc which affects other markets in ny not to mention ny has to certify that labels separately which also affects Delivery time and cost
Unsung Hero
First let me say that I'm a fan and I love what you're trying to do here.
Now, I must disagree with the idea that this is store owners trying to stick it to their customers. The bourbon community, as a whole, created this problem. You are correct that the only way to fix it, is for us to STOP paying these inflated prices... both in the store and on the secondary market.
Demand drove the price up. And it's the only way to drive it back down.
I got a Jack 10 for $99.99 at an allocation drop. I’m amazed how low the store margins are though. They must make all the money on high volume, cheap stuff.
Alcoholics make the revenue, not hobbyists
You are correct and it's the exact same way with wine.
Right there with ya, I try to look for MSRP but never find it, they charge way more than that, I then dont recomend those stores to anybody, the reason is most likely their shelf selections will be overpriced as well . Somebody needs to get a governing type thing like the requirements needed for a bourbon to be called a bourbon on this, this is price gouging on the gullible .
You have to add in the hidden cost of how much Wheatley and Fireball distributors force the stores to buy just to get allocations. Obviously some stores price so high no one will buy but a gentleman’s markup is to be expected. 15% gross margin is razor thin to operate a business.
This. To add on, I have heard store owners comment that their largest profits come from allocations, and so Fireball sales are not making them much money. When someone hands them $1000 cash for a pappy, that's when the real profits happen.
Man I hope you can get all of the other highly watch RUclipsrs to re do this. It's a Fu+#+Ng disgrace and I'm fully behind your decision.
Being in the UK these escalated prices are even worse over here, sucks to be British and love bourbon, I only buy from one distillery now (Kings County) they punch well above their weight against most of the over priced bottles in term of pound to pound or Dollar to dollar.
Love you and your content man.
This actually makes me think the stores aren’t so bad those margins are so slim. I’d add 15% over allocated msrp call it a day
Great video brother
When Jack 10 came out, I got one by following the RNDC truck. Paid 80, kept following, got the 12 for 119.
Thank you!
Appreciate it 👊🏽🥃
Minimum shelf price is not MSRP. Minimum shelf price or Minimum Advertised Price (MAP) is the lowest a dealer can list a product for. The Manufacturers Suggested Retail Price (MSRP) would be a suggestion from the vendor and is not shown on your listing.
I love getting comments from people like you. This must be the first video of mine you've ever seen. Otherwise, you would know that i'm a former national account manager for a distributor. With 15 plus years in the spirit industry. (MAP) and (MSRP) are interchangeable. The only difference between the two is MAP is an enforceable policy to keep retailers from lowering the price below a certain threshold But doesn't prohibit retail stores from offering discounts such as BOGO, to achieve a lower price without consequence.
@thatbourbondude Just watch8ng your video and you conflated minimum shelf price for MSRP. Time stamp 2:21 is an example. 2:20
Thanks I live in mi. They do over charge or just gouch😢
I think distributors are playing dirty. Just had a liquor store tell me his 2024 Coy was priced at $250 cause MSRP was $220. And we all know it’s $80….. I hate this game. There needs to be genuine federal & state laws changed
When stores tell me that,I tell them if they can show me an invoice where they pay that and I'll pay what they're asking.They will never show you that invoice... Normally, they just get mad at you and tell you to leave
@@thatbourbondude it sucks cause it’s my only local store and they’ve helped me before so I’d hate to burn a bridge. The interaction was definitely fishy. Dude calls me in to say they got coy hill and then asks if his price is in my range. Only to tell me he already sold one and might not get another…. How stupid does he think I am
Thanks for video!!!! I wish everyone would get on the same page im all about a deal do i have never paid this prices.... Im neve payimg more the 5-10 or retail why I don't have any of these bottles. I would love to have some jack 10 and 12. The new 14 coming out in 2025. I live in a small town and the store tried to charge me 200 for a Weller full proof not a chance
Whoa! Great information. I'm going to compare my area store prices. Both my states are state run liquor stores. Prices are retail, but hard to find bottles are scarce. Some are not rare bottles, we just don't get very many, so they sell extremely quick. For example, I have only seen a Blantons once in 3 years and never see any Weller or Stagg and rarely EH Taylor. Some are limited releases and only available in a few stores out of around 60, plus over 100 bar/ restaurants.
Love the content here - gotta admit, I’ve definitely overpaid for a few of these bottles myself. One thing I’d add is it’s not always on the stores but more on the distributors. They’re squeezing liquor stores with limited supplies of 'allocated' bottles, forcing them to buy cases of stuff most of us just walk past. In my view, the real issue lies with the distributors and the big corporations behind them.
What do you think?
They math the overhead cost like property cost insurance and the pallets of junk like fireball they have to buy to even get an allocated bottle around here. Not like they can say order a palate of stagg or blantons to meet the demand at msrp
Honestly can’t believe their margins are so small. Totally understand why they try to make
Bank, even though I hate it lol
The liquor and beer industry is a high volume industry. If you don't sell the volume that you need, you will go out of business quick.
Makes sense! I do try to see it from their POV. Last thing I’d want to worry about when I know I need to move a ton of product is having 50% of my time eaten up by guys asking about bottles that make up .01% of the profit I need to make it. Can’t say how I would handle it. Probably something that would drive traffic in the store and ensure at least a chance for anyone.
We don't ever get much of ANYTHING in michigan, i have to get most of my bourbon from a relative that lives in Kentucky 🤔😖 Cheers 🥃😉👍
You can got to Alabama ABC and see what we pay for bottles. Our state tax is expensive, we get a chance to get allocated bottles every month. Although you have to be picky cause you're only allowed 2 bottles.
Transparency is key to everything. Thanks for the support 🙏 Cheers 🍻
Knowledge is power
Correct. This info is not "shocking".... sorry. If you have been hunting whiskey for more than three days without knowing the difference between actual MSRP for the products you buy and the actual amount you spend on bottles, then you might need your head examined. There are so many resources, guys. C'mon. Do better!
2:22 That's what I bought my Jack 10 for... in Ohio. :)
This is true and it sucks, but I have never seen a person selling on the secondary market selling it for these price either. I have been in the game for years. I remember when we sold the stuff for msrp, and then someone else without liquor license sell it for an ungodly amount. So what is good for one is good for the other.
Now I know this has been said for over a decade now. Just have to say store owners did what other did.
I do not like it but facts are facts, I also know that because a distillery said they suggest it sold for a price, dose not mean it will be, and is also not breaking a law. Not standing up for store owners that secondary market the prices of these products, I have been priced out of the market, and I work for a store.
And just in closing on this topic the community is to blame for these prices, not just stores. I agree on don't buy it for that price in a store, but as well do not pay that price for a person that has no license to sell it either.
More importantly than showing what a store paid, whiskey tubers and consumers need to stop giving out an arbitrary cost of what something is “worth” or telling what they paid. This price signal only reinforces the high cost of an item. You know store owners rely on whiskey tubers to get an idea of what to charge.
Thanks for the info
Very interesting video. Anyway have a great vacation! I love Florida do lots of bourbon hunting there. Hit up a Total Wine if you can they always have some good stuff and not marked up too much 👍🥃
The stores arent the problem…they are keeping up with the secondary market. That’s the real problem. I’m in MI and you never see those on the shelves. A lot of the stores know what’s going on so why should they put a GTS on the shelf for 150 so someone can come grab it, put it onto the secondary market and get 800 for it? Margins are extremely small on liquor and you have to buy an ungodly amount of things with a $1 mark up to possibly get a BTAC bottle.
Mark up seems weak... why would a store buy it for that and sell for $10 to $50 more. Seems insane to me.
no link to the data sheet?
www.michigan.gov/lara/-/media/Project/Websites/lara/lcc/Price-Book/8-4-24-RETAIL-PRICE-CHANGES-PDF.pdf
Coming soon.. the link would not attach...I'm sorry
I got it fixed, and I also pinned it in the comments
Have you ever gotten priced for a barrel proff of a product for just the price of the small batches of the same products and walked out smiling?? That how you know their prices are bs..i got a bernhiem barrels proof for $34 out of the door 😂😂...that was the lax bottle it was mixed-up with the small batches...they go for $90 to $100 here in Atlanta Georgia
JD10- found for 110
JD12- found 107 (lucky me😻)
Anywhere else ive seen for 150-250+
Totalwine had Stagg jr for 60 every other store lists for 200+
ER store listed for 45
Every other store seen 80-90+
I can understand 10-20 more but flat out double or triple the msrp is just greedy.
Ive heard some stores have to sell so many other bottles just to get some allocated I dont know how true it is but i rarely see stores pushing to actually sell particular items so i dont understand how the system really works is it just finger point between liquor stores and distributors then customers are caught? Why can some stores sell for reasonable prices? Dunno would enjoy better understanding.
I work in the industry and from my experience stores chose to either sell for SRP or know the hype and upsell. Distributors are a huge problem and do in fact tell us we have to sell Sazerac rye, at a certain minimum number of bottles, to even get basic Buffalo Trace. One distributor was already removed for their practices just over a year ago and more could be. More information is out there if you look. Cheers.
Thanks dude
I have heard in the US some distributors will jack up the prices.
And the infamous, "We have to bribe our Rep to get anything."
You da man😊
How close are these numbers for tennessee?
Within $5
Patel Cartel
Facts
Great video but being a Michigander, there are 2 points I want to make. I don't know how any store can survive on the margins in Michigan between cost and MSRP. With that being said, I don't have a problem with a retailer charge a fair mark up on a hard to find bottle. But 300-400% mark up is ridiculous and I won't give those retailers my business. Keep up the good job on this topic - I think it's started to sink in!
You're the 🐐
MSRP is the *suggested* retail price. If it costs an arm and a leg just to break even the liquor store is absolutely going to charge more than that. And taking one state out of 50, ignoring conditions in other states - and conditions can vary within a state too - is unfair. There are places in the United States where the only way to make a living is to charge prices that apparently you would consider gouging. Remember that the markup from MSRP to shelf has to cover rent or mortgage, property tax, electric, building maintenance, compliance with multifarious government regulations, and labor - and somewhere the store has to make a little profit too, or it'll go out of business.
While very informative and i agree that the allocated and sometimes shelfer prices are getting out of hand. I think you are not reporting the full story. While some store owners are greedy. Some are actually distributors marking up over msrp. Some distributors are making you buy harder to move stuff in order to get access to allocated bottles. Also the msrp is just a suggested retail and as a rule it's just a minimum. Part of the issue is the community hyping up allocated bottles as well. So I think people at all levels (consumer,promoter,retail,distributors) all need to change. I honestly believe that is too much change for a "trend" and until whiskey become less popular then this will continue to be an issue unfortunately
Honestly, I'm surprised at how absurdly low the margins are for cost vs suggested retail, even among the fast-moving shelfers. Hard to imagine how that helps liquor stores keep the lights on. I know the video was meant to highlight how bad the markups are, but if anything, it makes me less surprised why they want larger margins for the pain of even stocking them.
Some markups are certainly irrational, like on Pappy, but I'm in Southern California and the cost of running a business (rent, property, employment, insurance, liquor license, etc), I can see why MSRP's are mostly ignored. These small shops don't have the buying power, overhead, or sheer purchase volume of a large grocery chain, Total Wine, Costco, etc. Doesn't mean I'm excited to overpay for a bottle, but I get why you can't always expect that.
You’re forgetting all the bullshit these stores have to buy to even get the allocations. You need to buy cases and cases of Fireball and shit like Wheatley Vodka and shit that doesn’t sell like Sazerac Rye first. Should you be paying full secondary? No, but they’re entitled to some on top of MSRP.
Also… you keep saying “stop overpaying” like you can find these bottles for these prices. So basically what you’re saying is don’t drink good bourbon.
I think you being upset with the brick and mortar is laughable. Don't get me wrong, but your anger is pointed at the wrong place. You need to key yourself into the three tier system that the federal government imposed, and how liquor is distributed and the laws associated with distribution. To correct these stupid prices, which in my opinion, are justified by the brick and mortar stores we all need to advocate and petition for legislation to enable consumers to buy from distilleries, especially for special release products. The distributors aren't even needed anymore with the invention of the internet and electronic transactions.
You're showing state prices, which don't mean a thing. The prices that the distributors BUY it from the distilleries would make you sick. It's like almost less than half those prices you have listed. Who do you think supplies and runs the secondary markets? Bourbon hunters? LMAO! (pro-tip: it's the distributors)
For example: The distributor would receive 12 cases of cypb and split 2 cases (12 bottles) to stores in their systems and then take the other 10 cases (60 bottles) and siphon them off through friends and families selling in online facebook groups and forums as an example. The brick and mortar stores don't even see 1/4 of the allocated supplies they should be getting - don't kid yourself.
The laws need to change, and it's the distributors who are not only breaking the laws in selling them, breaking their own contracts with the distilleries, corrupt government bodies getting busted for hoarding and reselling rare whiskies, but they're not really getting in trouble with the DEA or anyone except when it becomes so blatant that they get caught... There are countless stories... The issue is the distributors, hands down.
Margins are very thin in off premise alcohol sales. Your video is a bit misguided, but informative nonetheless.