Heaven Hill to rerelease every PHC?

[Sasquatch]

Just for reference, I had to pick up some POH from there a couple months back. $130 a pop for a bottle. $30-$40 tax for "convenience" .

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[WAINWRIGHT]

I will be very curious to see the pricing and some of the early releases will be tough turn away from even at full market pricing.

[suntour]

This was one of my ideas for the special edition craze. 100 ml bottles. Antique collection set, PVW set...

Its interesting you post this because I was thinking through a similar scenario earlier this week. Imagine how many minis a barrel would fill of things people are paying 5-10x retail. I think the reason they won't do this is that in some ways it would pop the bubble. People would finally get access to this product and realize, yes, it is amazingly delicious, and yes, it is only bourbon.

Minis are so cool. I would happily pay $10 per mini for the chance to try things I have never had and will probably never have.

[Richnimrod]

Minis are so cool. I would happily pay $10 per mini for the chance to try things I have never had and will probably never have.

[Tony]

I know this will be to rich for me to buy, but it is a cool idea.

Best regards, Tony

[nd2005]

I will be very curious to see the pricing and some of the early releases will be tough turn away from even at full market pricing.

[DogfaceSoldier]

I could deal with the standard gift shop markup for the Wheated, but I doubt this is going to be the "standard" markup. I'm curious what the price point is that would make the market turn these down. There's a price point out there that is too high, but I have no idea what it is with the bourbon market boom.

[compliance]

They want them to sit around as a display. The re-release does little if they sell out in 3 days. I expect 4 or 5 times original retail if not more, and they'll just let them sit till enough high rollers pass through.

[P&MLiquorsEric]

I'm guessing a "set" for 3000-3500 with a bottle from each edition.

[mbroo5880i]

I'm guessing a "set" for 3000-3500 with a bottle from each edition.

And, as silly as it sounds, someone will pay.

[mbroo5880i]

They want them to sit around as a display. The re-release does little if they sell out in 3 days. I expect 4 or 5 times original retail if not more, and they'll just let them sit till enough high rollers pass through.

Yeah, it will be interesting to see how many bottles, the price and their rationale.

[theglobalguy]

Anyone know what retail would be for the set @ original MSRP? PHC started before my bourbon hobby, but I imagine the 27yr wasn't $80.

[P&MLiquorsEric]

Anyone know what retail would be for the set @ original MSRP? PHC started before my bourbon hobby, but I imagine the 27yr wasn't $80.

I think the 27 was $250 or so at retail.

Edited January 12, 2014 by P&MLiquorsEric

[theglobalguy]

I think the 27 was $250 or so at retail.

So $250 + (5*$80) + $100 (POH) = $750

So I'll wager your $3K number isn't too far off.

[GaryT]

I'd love to get my hands on a wheater, but imagine I'd have to sell a kidney to do so. I think a set of minis is a great idea. Based on the $750 number above, a straight retail of 50 ml each would be $50. I think I'd spend $100 on the set. Although that's only double - and I'm sure they'll get a lot more than that without going through the trouble.

[HighInTheMtns]

I'd love to get my hands on a wheater, but imagine I'd have to sell a kidney to do so. I think a set of minis is a great idea. Based on the $750 number above, a straight retail of 50 ml each would be $50. I think I'd spend $100 on the set. Although that's only double - and I'm sure they'll get a lot more than that without going through the trouble.

I agree that a set of minis would be damn cool. Unfortunately, though, I'm pretty sure this whiskey was bottled with the rest of each release and sitting in a warehouse since. Heaven Hill has known for a long time that they can get premium prices in the gift shop.

I'm just hoping that what they're selling will only be a complete set for a few months until PHC 8 is released.

[nd2005]

I'm just hoping that what they're selling will only be a complete set for a few months until PHC 8 is released.

I thought the rumor was that this past year was the last year of PHC?

[jvd99]

If it's offered as a complete set at gift shop prices of 3-5x retail, most everyone except the random high roller will be priced out. I'd like to have some of the earlier releases but I really don't want to pay for bottles I already have at way more than I bought them for. However, if they are offered individually, the highly prized bottles will be within reach of a much broader customer base and will disappear quickly. I would prefer the latter personally so I could pick and choose, however, from HH's standpoint, it makes more sense to have the bottles on display and for sale as a set. Can't wait to see how this pans out.

[dcbt]

I'd love to get my hands on a wheater, but imagine I'd have to sell a kidney to do so. I think a set of minis is a great idea. Based on the $750 number above, a straight retail of 50 ml each would be $50. I think I'd spend $100 on the set. Although that's only double - and I'm sure they'll get a lot more than that without going through the trouble.

Yea, this is the one I'd be most interested in as well...

[MauiSon]

One thing for sure - no one can question the provenance. I expect haute couture pricing (goes without saying - out of my league).

[tanstaafl2]

Alright, I called back and they are doing it. It will only be available at the Evan Williams Experience in Louisville and they haven't priced it yet, but I was told it would be MUCH more than original retail prices and will be sold as a set and maybe individually.

No way to know for sure yet but this suggests to me it will mostly be highly priced sets. Individual bottles may only get sold if there are a few left over that don't make complete sets?

Would love to get a few more but not likely to be interested if it goes for multiple thousands per set. Probably will make the secondary market that much worse, not better, since they will have a new absurdly high number to use as a baseline.

[GaryT]

Probably will make the secondary market that much worse, not better, since they will have a new absurdly high number to use as a baseline.

[smknjoe]

That was the impression I had. She initially said that it would be sold as a set and then I asked if they would sell them individually and she said maybe because she didn't really know.

As much as I hate to admit it, I agree with the secondary market assessment as well.

[tanstaafl2]

Anyone know what retail would be for the set @ original MSRP? PHC started before my bourbon hobby, but I imagine the 27yr wasn't $80.

[theglobalguy]

If you could find them for retail at the time of release I believe PHC1 and 3-6 were about $80 each. 2 was about $200 and the last was more like $90 which is a total of about $690. So say an average of $100 each for $700. 3 to 5 times that is $2100 to $3500.

Will be interesting to see what it actually proves to be.

I just hope the Evan Williams marketing folks aren't reading this conversation to get an idea of pricing....what he meant to say was "Retail would be very very fair"