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
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.