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Booker's Bourbon Price Increase

57Strat

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Joined
Jan 14, 2001
Messages
2,815
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.
 
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 ;)
 
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.
 
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A good read on the subject. I've known Lew for a few years.
Linky
 
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.
 
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.
 
Yeah, this is disappointing. I'll grab a couple bottles today, and then goodbye.
 
First it was Elmer T Lee, then it was WL Weller, now it's Eagle Rare and Booker's
 
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It's over $80.00 in my area. Hate to see what it goes up to.
 
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.
 
Booker's is on sale here for $60 ish a bottle. If I drank bourbon I'd probably buy a few.
 
yep, but they plan on still increasing the price but in increments.....
 
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