The grocery store by my house just put out a shelf full of 9yr since last time I was there. Was tempted to buy one at fox's recommendation but held back since I had just bought a few bottles recently that I've yet to open. Hopefully it sticks around a while and I'll be back for one.
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It's hung around here a lot longer than any limited not named Woodford Masters.
All that being said....300 barrels will likely have a massive variation in taste profile between them.
That comment was from the November Diageo investors meeting. They said they had sold 200 barrels and expect to sell 300. They also said they were going to gradually raise the price as they thought it was worth more than they are now charging. They mentioned $19 for Dickel 8 and $24 for Dickel 12
Worth more means they think they can get more.
'worth it' is a subjective term. As much as I like it, I do think it is already pushing the price border of 'worth it'. Dickel is a peculiar profile that isnt as widely liked as regular bourbon is, yet other companies....say, Beam.....regularly offer 9 year old, 100 proof KC across the entire country at a regular price of just below $30 in most places. I rave about this 9 year Dickel more than any other whiskey, but if it crosses the $50 mark, I will not buy it anymore. That's just my personal rule. Honestly, I think it is 'worth' $40 for the 9 year.
At more than twice the price of 90 proof Dickel 12, $45 has to be very profitable for them as it is. I wouldnt imagine that a brand with limited appeal (relative to other actual bourbons) would want to scare off customers by significantly raising prices, but who knows the logic large corporations use.
$24 for Dickel 12? Maybe if it were actually 12 years old......you are then getting into the price category of EC12, which IS actually 12 years old and not just #12
The bourbon market offers a lot of choices from a lot of competitors. Like it or not, you have to compete with other companies offering similar proof/age/profile targets.....unless you have marketing geniuses that can fool people into dropping large chunks of their wallets for 'limited' this-or-that, or status symbols