How much is a shot of pappy van winkle 10 year

• The Old Rip Van Winkle Distillery in Kentucky makes some of the finest bourbons in the world.
• Due to the popularity of the product, many sellers charge "far beyond our suggested retail prices."
• In Virginia, price hikes are prohibited and a lottery determines who gets to buy.

According to the descendants of Julian "Pappy" Van Winkle, the family's legacy in the bourbon business is not about making the most money possible.

Indeed, the motto of the Old Rip Van Winkle Distillery in Frankfort, Kentucky, reads: "We make fine bourbon: at a profit if we can, at a loss if we must, but always fine bourbon."

One result of that philosophy is the the company has declined to significantly raise the prices of its line of aged whiskeys, even though the brand's popularity has grown astronomically to become one of the most sought-after spirits in the world.

The Van Winkle website lists suggested prices for each variety it makes, ranging from $79.99 for its 10-year Old Rip Van Winkle up to $299.99 for its ultra-rare 23-year Family Reserve.

But while those prices may seem high compared to most mainstream brands, they are an absolute bargain compared with how much Van Winkle bottles routinely sell for.

In most places, distributor and retailer mark-ups lead to prices as much as ten-times higher than what the distillers recommend, and that's if a bottle can even be found on a shelf.

Some avid collectors even turn to underground and private markets where prices can march even higher.

"Unfortunately, some retailers choose to use this demand as a reason to increase their pricing. We know it's often sold for far beyond our suggested retail prices," a statement from distillery reads.

Meanwhile, some state governments control the distribution of alcohol within their borders, and have found creative ways to deal with Van Winkle's popularity without raising prices.

In Virginia, the answer is the state's Alcoholic Beverage Control Authority, which holds occasional lotteries for residents to win an opportunity to buy special bottles.

On Wednesday through Sunday, the ABC will open listings for people 21 and older with a Virginia driver's license to enter their information for the drawing. Last year, more than 300,000 entries were recorded, Axios Richmond reported.

The Van Winkle selections will be a 12-year Special Reserve for $89.99 (966 bottles available) and a 10-year Old Rip Van Winkle for $79.99 (289 bottles available). The winner of the drawing then selects the store location where they will complete the purchase. Additionally, 241 bottles of the 12-year and 72 bottles of the 10-year are available for restaurants in a raffle.

All told, it's estimated that Van Winkle puts out about 7,000 cases each year, totaling about 84,000 bottles. By comparison, Jim Beam produces approximately 84 million bottles per year.

$21 for a few sips of Pappy? 2021 is looking better already.

The Magic Hour Rooftop Bar & Lounge — located at the Moxy Times Square on 36th St. and 7th Ave. — is currently offering a “glass” (we hear a 2 oz pour) of Old Rip Van Winkle 10 Year for $21.

As the lounge noted on Instagram earlier this week: “Celebrate a ‘Pappy New Year’ at Magic Hour’s Pink Winter Lodge! We’ve secured a limited allocation of Pappy Van Winkle 10-year bourbon, and you can enjoy it for only $21 a glass.”

While Old Rip Van Winkle 10 Years isn’t the pinnacle of what whiskey fans mythologize as Pappy, the average price of a bottle is $831 (the MSRP is $70; LOL).

And it’s damn good stuff. As the Van Winkle site notes about the 10-year expression: “See a rich, copper color. Smell enticingly sweet, spicy, caramel-nut-fudge aromas. Enjoy a fruity, medium-to full-bodied palate with intense dried fruit and toasted nuts notes. Each sip finishes with a very long, bold wave of peppery brown spices, floral honey and charred barrel flavors that balance the weight of the alcohol. It’s a big, bold, aged bourbon that has great balance for its high proof and flavor.”

Now, is this the “newer” Pappy that’s Buffalo Trace made and aged? No idea. Whatever the case, we suggest bundling up, making a reservation and bringing along a copy of Wright Thompson’s excellent new Van Winkle biography Pappyland to enjoy while imbibing. Wear a mask, socially distance yourself, etc.

You can make a reservation at the Magic Hour’s Pink Winter Lounge here.

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