Booker's Bourbon Price Increase

[57Strat]

Beam Suntory is increasing Booker's MSRP to $99.99 in 2017 and going from six releases per year to four. Good time to buy before the price adjustment.

 

[MoeCizlak]

Any reason why? This makes me sad.

 

[Jamie76]

Bottles sit on the shelves here for months at $55. I'm sure they assume by increasing the price, bourbon groupies will associate that with premium so they'll buy it. After all, everyone knows bourbon only gets good once it breaks that $100 mark

 

[57Strat]

Any reason why? This makes me sad.

Sad indeed.

They believe it is undervalued in the current market and are leaving money on the table. A good bourbon that is always available at a reasonable cost, especially when on sale. Looks like those days will be gone shortly.

 

[AVB]

A good read on the subject. I've known Lew for a few years.
Linky

 

[oke&coke]

I don't have any Booker's and I think the price here is already over $50, but always been that way. Will have to look at getting one.

 

[Brickhouse]

Booker's is fine. At $55-$70 it's probably worth it. At $100, I have no reason to buy it ever again. Way too many great bourbon's out there for half as much, and every bit as good.

 

[tomthirtysix]

Yeah, this is disappointing. I'll grab a couple bottles today, and then goodbye.

 

[Breedy]

First it was Elmer T Lee, then it was WL Weller, now it's Eagle Rare and Booker's

 

[MadMonk]

It's over $80.00 in my area. Hate to see what it goes up to.

 

[CMontoya79]

I just got an email for people to enter a chance to buy a bottle of Bookers Rye at 299 at a local spot in Denver.

 

[MadMonk]

I just got an email for people to enter a chance to buy a bottle of Bookers Rye at 299 at a local spot in Denver.

I've read it's excellent. Group buy! ...oh wait...

 

[Napa_Smokes]

Booker's is on sale here for $60 ish a bottle. If I drank bourbon I'd probably buy a few.

 

[AVB]

Beam Suntory backing off.

 

[DePasta]

yep, but they plan on still increasing the price but in increments.....