Much to the delight of liquor store employees the world over, the five words that have been spoken a billion times a day the last number of years, those words of course being, “do you have any Blantons?” has started to allay. For years, bottles like Blanton’s, Weller 12, E.H. Taylor Single Barrel, and Elmer T. Lee have captured the imagination (and wallets) of the average Joe. These bottles are highly sought after in the bourbon community and often serve as significant parts of various folks’ collections. For many bourbon enthusiasts, obtaining their first bottle is the incendiary which serves as the first spark lighting off a spending spree that results in amassing an extensive collection of bourbon. I met one gentleman this past week who told me, he had recently gotten into bourbon, and had spent nearly $40,000 in the past year, buying multiple bottles every single week.
Demand has been at a fever pitch these past years but hit with economic headwinds, 2024 was a year marked by a dramatic pullback in pricing with the overall bourbon secondary market taking an 11% haircut according to the Bourboneur Secondary Market Index. Pricing has now stabilized entering 2025, but it’s not the same market as it was. Today we talk about what exactly has changed in the overall market and what folks are searching for more and more, unleashing a new breed of unicorns.
Last year, the upward momentum of pricing increases came to an abrupt halt and began to reverse. As a result, several noteworthy trends have emerged. Firstly, the mass exodus from bourbon that was suggested by some talking heads in the bourbon world to other spirits like tequila, largely hasn’t happened. What folks failed to realize is how strong and dedicated the fan base is for bourbon. I have yet to see a line of people camping out overnight to get in on a tequila drop. I live in the south and to me, it’s like suggesting that someone who went to Texas A&M is suddenly going to up and become a Longhorn fan. It’s just not happening. Certainly, tequila and other spirits like Japanese whiskey have gained some market traction, but the adaptability of the bourbon business in the U.S. has held steadfast.
As the world fell less in love with the mainstays of yesterday’s bourbon secondary market bonanza such as Blanton’s and Weller 12, something interesting has happened. Consumers have gravitated towards bourbons that are considered premium or craft. What’s more interesting is that bourbon sales in 2025 are showing growth rather than decline despite the economy, according to a recent report from Global Growth Insights. That growth is disproportionately focused on several segments, with the segment consisting of “premium” spirits growing by more than 60% with consumers prioritizing quality over quantity. This premiumization of the market has certainly been something we have noticed, with the demand for high-quality, aged spirits clearly growing.
Additionally, flavored bourbon varieties, including honey, cinnamon, and maple-infused options, have seen a market increase of more than 45% as well. Just in the last week, 13th Colony dropped their new bourbon finished with maple wood staves via lottery on Seelbach’s instantly selling out. These types of bourbons appeal to a range of consumers, but certainly to younger consumers who are finding their way to the brownwater and loving it with Millennials and Gen Z consumers now accounting for 45% of total bourbon consumption.
It’s not going to surprise you, but Blanton’s and Weller 12 are still going to be considered “premium” spirits even a few years from now and will garner an elevated price compared to their suggested retail price. But what many are really after these days are those bourbons that are “long in the tooth” having spent many years in the barrel. Some of the older age stated bourbons that are driving demand at the moment include some of the bourbons below.
I had added this to the Bourboneur Bucket List for 2025, my version of a New Years Resolution that involves giving up nothing while buying more bourbon – and finally got around to opening the bottle I’d acquired a few months back. Sharing it around the bar on Friday, there was a volley of enthusiasm about the pour…”oh, that there is mighty fine”…”that nose…mmm”…basically, a love fest. Although Augusta hasn’t commented on where this sourced bourbon originated, the popular opinion is that this is a Buff Turkey, if you didn’t see our recent post with the 411 on Buff Turkey, take the couple minute detour to get up to speed, you won’t be sorry. According to the Bourbon Blue Book® you can expect to shell out $380 on average to add this to your shelf. Other Buff Turkey bottlings trade in a similar range, some a lot higher if you’re looking at a short barrel! D-freaking-licious y’all.
The last batch of 2023 from Elijah Craig the “C923” batch is a great example of the desirability of older age stated bourbons. Its pricing on the secondary has continued to find its way northward with the Bourbon Blue Book® average selling price in the last week at $180. As one of the oldest releases in the Barrel Proof series, this particular bottling is aged for just shy of 14 years. It’s got smoothness and depth that feel very much like it shouldn’t have been part of this series in the first place, but I’m not complaining. With an extra sitting on the shelf, I feel fortunate to have this in the queue for when I have an opening on the bar.
Every time I see one of these pop up on the secondary, they’re BIN’d two seconds later in a fast and furious sort of way. They just aren’t terribly common, it’s a cool bottle, and, again, its older age stated bourbon. Having polished one of these off in the garage bar a year or so ago, I’d say if you have the opportunity to nab one, don’t sleep on it. According to the Bourbon Blue Book® you’re looking at $420 on the secondary to make one of these all yours.
The Belle of the Ball in 2024, the love fest over this bottle still hasn’t let off. I was out celebrating a special occasion a few weeks back and splurged for a pour of this. I’d had it a couple times now and loved it every time and much the same could be said for this experience. Fifteen years in the wood has done some amazing things to this magical juice. With significant interest and still a lot of bottles floating around on the regular, you’re looking at an outlay of $545 on the secondary according to the Bourbon Blue Book®.
Data matters and having up-to-date and reliable information to make informed decisions about buying, selling or trading coveted bottles of brownwater is critical. The secondary market doesn’t stand still and neither do we in cataloguing and providing the web’s most accurate, reliable and up-to-date pricing around. As new bottles hit the market, their pricing changes daily…finding a ceiling, and eventually a floor. The market shifts up and down, commensurate with the economy – with the bourbon secondary market down just over eleven percent over the past fourteen months. If you’re looking for a resource that’s based on real data, grounded in actual verified sales on the secondary market, is updated regularly, and has values for over 6,000 bottles and growing at your fingertips, you need to look no further than the Bourboneur App for iOS and Android. The app does require a paid subscription, only $3 per month or $25 a year, which easily pays for itself!
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