Is Bourbon Doomed in 2024?

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[@mooseknucklegarage8439]

So many great products in the $30-$50 range and available on the shelf’s every day. No need to pay the outrageous prices

[@FakingANerve]

12:12 "worth $500... nothing really is." Damn. This is the truest, maybe most worthwhile sentence I've heard on this channel. Cheers to you and cheers to the cheers we just did to you, because on secondary, that cheers is even more pricey!

[@LarsonPetty]

This is a damn good start to the video series for 2024. Agree 💯

[@Hammertime97]

Amen

[@tiredoffools8929]

This has got to be the best heartfelt and most HONEST video from start to finish on this topic that I have ever seen. Kudos to both of you! I'm a spirits promiscuous fella and enjoy tasting many different aged spirits. I started out a bourbon guy and I remember seeing Elmer T. Lee for $29.99 on store shelves in New York City back in 2013. Now I see them collecting dust on a top shelf with price tags of $400! Prices for allocated 12 year old bourbon at $500 were really turning me off considering a superior Single Malt Scotch at 24 years old could be had for under $300. The more I taste other aged spirits, the more I appreciate them. Tequila and rum are definitely on the rise and have become more interesting of late. I am a fan of true additive free Tequila, however it seems the industry also has an eye to follow in bourbon's foot steps, and capitalize with more, and more allocated and limited edition tequila bottles. Prices are really getting out of hand. It is bittersweet for me on the rums, because I have been enjoying the lower price points of the spirit for years, but now I am seeing the prices on the rise with its new found popularity. Can't keep it a secret forever. Ha! With all that said I'd love to see you fellas add some tequila and rum reviews to the channel. It would be great to witness. Wishing you all a Happy New Year!.

[@johnnycampbell3422]

Well said. Being in a similar boat (just don't like scotch) I agree on all points. Happy new year. Stay well.

[@johng5710]

There are plenty of other KZbin channels that review tequilas and rums

[@Janoy_Cresva]

You guys are spot on. We need more wide production shelf stable, solid bourbons in that 40-80 price range than more unobtainable bottles driven by FOMO. The recent batches of ECBP, larceny and Bardstown come to mind

[@StayInGoodSpirits]

can you list some non shelf stable bourbons?

[@jeremyhamilton1309]

​@@StayInGoodSpiritsI believe what is meant is that they are readily available on shelves, therefore stable in obtainability.

[@StayInGoodSpirits]

@@jeremyhamilton1309 ok thanks cause to be honest that didnt make any sense otherwise

[@dadafikit9759]

Happy 2024!! You all have enhaced my bourbon journey unbelievably which all started earlier this year with a Longhorn old fashioned. What a revelation that was! It made me realize how good bourbon really is. I've been keeping my purchases to the $70 and under for the most part and just really enjoying finding and sipping bourbons. Thank you

[@billandsheilahike7959]

May your words be heard by the makers of this brown juice we all love!!

[@tonyhollingsworth3168]

I really like these podcast style videos. As a whiskey novice, about 6 months into my journey, it helps to learn and more than just smelling and tasting. Also excited for the expansion into your admiration of other spirits. As always, thank you for sharing your passion!

[@joeappleton6849]

Try Arron 10 year scotch

[@nicholaspu]

You guys doing the blinds really opened my eyes. The integrity of the channel and the honesty is the best please keep it up

[@philsalter5295]

I enjoy every episode. I took your advise on my first 5 bourbons that I bought in over 25 years. Old Forrester, Buffalo Trace, Elijah Craig. I also recently purchased a bottle of Eagle Rare and Woodford Reserve straight Kentucky Bourbon not the double oak. Thank you for your suggestions.

[@earthsucks9555]

Ever try the base level Maker’s Mark? Wheated bourbon. Cheap.

[@loonypeat312]

Three things: 1. C-Note….Roman numeral for 100 was the letter “C” therefore $100 dollar bill equals a C-Note. 2. Fight the FOMO. Fear of missing out. Like Kurt and Trenton said, “No juice is worth $600. 3. Core release for your core population. Totally agree with this statement. Yep, businesses have to make money, but keep us core people in mind. Great video guys. Looking forward to what you guys put in the bar in 2024! 😊 Happy New Year 🎉

[@hbwhitmore878]

I believe C note is for "Cent-", as in 100 (century, centimeter, etc.)

[@loonypeat312]

@@hbwhitmore878 Greetings! Yes! We are both correct! I should have further explained. “C” equals Centi which does mean 100 therefore in Roman Numerals C equals 100. Thanks for additional clarification.

[@BrianVaughn]

I feel like Jim Beam and Heaven Hill did a great job making more of their brands available. It is disappointing to see Wild Turkey pump the market with more unobtainable whiskey.

[@backpackingca5008]

I always love that you guys don’t feed into the hype surrounding bottles. People are buying bottles out of FOMO and then feeling let down, myself included. We need more sanity in the secondary market. The secondary market would be wildly different if people felt silly for paying $1k for a bottle that’s msrp’s at $100.00.

[@audieconrad8995]

It reminds us that P.T. Barnum was right...

[@jasonczfan8658]

Yep. There is a local store that has a bunch of cases of both Eagle Rare and E.H Taylor small batch. He’s asking $80 for the ER and $120 for the EH. They’ve been sitting there for over a year so eventually he will want to sell them so it’s good to see nobody is biting on those prices

[@audieconrad8995]

@@jasonczfan8658 Good-ole American hucksterism...limited-time, limited release, get it before it's gone...

[@djsugarc1075]

@@jasonczfan8658$50 for ER $70 for EHT is absolute top dollar for me

[@Jjkmbowman]

Love the whole conversation!!! Hope it helps us all!!!

[@BadWolf762]

I was drinking bourbon 40 years ago and you are right about the old days. I don't remember when it happened, but all of a sudden all the "Trend Geeks" jumped on the bourbon band wagon and before you knew it everybody was a "Bourbon Snob". 40 years ago bourbon was the working mans drink of choice, but today it seems to be more of a status symbol for those who follow the crowd and want to be part of the "In" thing.

[@JerboFotius]

Blanton/John Wick

[@SamFromQueens]

@@JerboFotiusI think covid played a big part in it as well.

[@JerboFotius]

@@SamFromQueens definitely playing a part in these scotch prices 😒

[@tommypickles13]

I agree, covid was a huge part. I got into it near the Summer of 2019 since I wasn't into the IPA frenzy and wanted to try something different. I had always been a fan of old fashions so bourbon was my next choice. Bottles I had gotten the Fall before Covid nearly doubled and became almost impossible to find@@SamFromQueens

[@bobbygetsbanned6049]

@@SamFromQueens I'm sure covid didn't help but bourbon blew up way before covid happened.

[@GoldenClays1]

Love you guys! When I'm watching your videos, It feels like I'm spending time with old friends. Happy New Year!

[@Jodierob7]

I would put Woodford double oak in the $60 range (actually found it under $50 at Binnys) as a high quality, easily available and reasonably priced bourbon. Agree with the Bardstown Origin Series.

[@Razieleatssouls]

I just purchased my first Woodford double oaked(also first bottle I've spent up to $50 on) and it's certainly worth the price for the taste/experience.

[@ChristopherNeeme]

Exactly. I would love to see more competitors emerge in this price range for that quality with a double oaked than I would with more at the $100+ and if they do that there would be more repeat buyers.

[@davidhackfeld]

Don’t forget about the Benchmark line! A great bang for the $$$. 🥃

[@user-Acerv-]

I feel for a limited release this past year, Redwood Empire cast Strength (Pipe Dream, Lost Monarch, Emerald Giant) for $60-$70 was a great option. Not necessarily allocated but definitely hard for some people to find. Also Makers Private selects are fantastic for non allocated in that same price point. Like mentioned before, most allocated bourbons do not overly impress when it comes to taste and drinking experience that much more than easily attainable special releases. Hank’s for another great video. Happy New Year and Cheers!

[@Brockthedog315]

Fortunately there is still a lot of bourbon from 20-50 that is very good. For all of the stuff more than that who really cares. Rich people problems. This was a great discussion. Happy new year fellas.

[@alfonsolopez56]

I would increase your limit by about $15 to be able to include that many more great bottles but just agree that your price range has some great stuff.

[@DaveH8905]

I got lambasted by another commenter on Chad & Sarah’s channel for stating that their best of list was almost entirely unobtainable whiskey. This isn’t a complaint about It’s Bourbon Night, but there is starting to become a callousness towards allocated products because they are incredibly dominant in the market. It’s quite concerning. There used to be a time when none of those bottles would be considered because most people can’t get them. Now the attitude has become “too bad so sad, you’re poor, build more relationships”. I’m not saying Chad & Sarah say that, but I see lots of people in comment sections say that, and it’s very concerning.

[@trparky]

Blame the taters.

[@DaveH8905]

@@trparky I do all the time.

[@DaveH8905]

@@trparky but as I said, people are becoming callous to it.

[@jalange1]

Happy New Year guys. Great points about the over-hyped bourbon market. I can’t stand the prevailing attitude that exists now of buying up as much allocated stuff as possible and then holding it so you can flip it. Most of the guys at my office do this and it drives me crazy.

[@rsg7275]

Amen . To me , a great sipper in the 30 - 60 price range is what keeps me going .

[@KYkingfisher91]

Next time you guys come to bardstown bourbon company come say hi. I work in the warehouse department. Glad you guys enjoyed the origins series. Look forward to the content in 2024

[@0369Kramer]

Great video telling it like it is. I personally have never paid over a C Note 🤣🤣 for any bourbon. I juat hit the 2yr mark on this rabbit hole journey. I guess i can wait a few more in hopes that the secondary crashes a bit. No FOMO here. Too many awesome and smaller distilleries putting out great product in the 50 to 60 range. Cheers 🍻 and heres to a great 2024

[@jameselsfelder2648]

Good video. Im in Ohio and since I’m not willing to “camp out” to get some of the rarer allocated, I never see them. However, there are so many good bourbons on the shelf that I’m content. One thing you might try, if you haven’t already is getting some small barrels to age or change your spirits.

[@audieconrad8995]

Happy New Year fellas! Based upon your recommendations, I received a bottle of Wild Turkey Rare Breed for Christmas. I'm NOT disappointed!❤ Loved it neat, but I am anxious to try it in a Manhattan with some superior Vermouth. Keep up the good work!

[@DevinThompson-e3z]

Love watching you guys, im a newbie getting into bourbon and it does suck the only way to get a allocated bottle at a decent price is winning a lottery or getting lucky at a distillery😢 very helpful tho you guys are keep it up the good work.

[@davidrenner6112]

Great video. I had the opportunity to be in a small single malt scotch tasting group a few years back. As a result, I tasted some wonderful scotch from a variety of distilleries ranging from younger to older expressions. It has been tragic to see how outlandish the pricing has gotten with s.m. scotch. I am newer to bourbon. Your channel has been my primary source of information on that. There have been several videos this past year that have concerned me due to the pricing of the bottles. I hope that regular people who are struggling right now with the current inflation will not be priced out of the bourbon market.

[@magickmarck]

We already have been as concerns allocated stuff. But there's good standbys on the shelf all the time, fortunately. But stuff like Wild Turkey 101, the price just keeps creeping up, seemingly.

[@ChrisMiller-bu8yo]

One the key reasons i liek this channel is your "everyman(or woman)" approoach. Just as you mentioned not all of us can spend all that money on high dollar bottles. Looking forard to 2024 with you fellas! Thanks fro the great videos!

[@melissarivers8479]

There was a lot of heartfelt truth in this video. I genuinely appreciate and wholeheartedly agree with you guys. I also plan on trying some good American Single Malts and Rums this year. Happy New Year!🥃

[@anthonyavila4027]

First off it was amazing to see your mom on the live stream , and I've made an absolute decision .I made a list of bottles that I am willing to replace when there empty or go look for when they've been released and its under 30 , because in 2023 I spent just under $15,000 on bourbon and I think its getting out of hand.

[@briannevin7635]

Gotta add Jack Daniel’s here too, the single barrel barrel proof whiskey and now the rye are becoming available and at the recommended price. Took a while for the ryes to reach Wisconsin but picked one up just before the Holidays… happy days!

[@JeffreyBias-z6j]

Been enjoying what you two have been doing since I started my bourbon journey about a little more than a year ago. Keep up the good work. I appreciate all of your hard work and effort that you put into your videos, you have helped guided me through an overwhelming selection of bourbons and have made many recommendations that I really love. Because of you (and many other bourbon review channels) you have made me more excited about trying the more available stuff than the allocated bottles. I hope that some of the distilleries start to listen to what the customers think about all of this, because $300 - $500 for a bottle of bourbon is crazy! I can't justify drinking that kind of money no matter how good it tastes. Can't say if the quality of the available stuff has gone down b/c I'm new to the game, but I like what I've had and I'm good with that (ignorance is bliss, I guess, huh?). Taken aback that Trent gave a shout out to Appleton Estate rum. Trent, if you like that try Ron Zacapa! I would be very excited if you branch out into rum and agave spirits as well. You keep makin' 'em and I'll keep watching. Cheers!

[@bobbygetsbanned6049]

It's wild that so many people have normalized drinking $300-$500 just because it's a hard to find bottle. It's a ridiculous amount of money for something you're just going to drink. People burning their kid's college funds on freakin bottles to show off on social media.

[@batboy242]

Guys I agree 100%! As a retired old man I can’t even look at the ridiculous priced bourbons! Hint,Hint, Wellesley Farms Irish is the best I have to offer visitors or guests. But this video has hit the nail on the head! As usual you continue to put out fantastic ,interesting and truthful videos!!! Happy New Year and keep the videos coming!

[@paulring4267]

I’m with you man

[@gregyan1012]

Excellent content. The big distilleries don’t actually care. They sell the product directly to the distributor so whatever happens after that is not their problem. There will only be a change in the market when liquor stores start refusing bottles from the distributor. A friend of mine owns liquor stores and told me his bourbon sales are down 50%. He said bottom shelf stuff and ultra allocated still sells but the 50-150 price range just sits. He actually started refusing new brands because the consumer is purchasing less. I think late 2024/25 we will start to see some more consolidation and maybe even closures of small brands.

[@michaelgray2013]

Other than Wash (state) all liquor goes thru a distributor since prohibition. Refuse buying thru a distributor then close your doors as you would not be able to legally purchase spirits for sale.

[@gregyan1012]

@@michaelgray2013 I know. I meant refusing to buy newer brands and pausing on repurchasing/refilling on larger brands until inventory sells.

[@oldmantwofour5561]

Not sure where you are, but I don't see that happening in my state. We can only get allocated through a raffle (state controlled). The bottom shelf moves but so do the solid core releases. The top shelf is what usually sits. Michter's seems to be one of the few exceptions to that. It's good stuff but didn't break the bank. They haven't jacked up their prices here either, while pretty much all of the other brands have.

[@curetiamhices289]

Agree prices are out of hand. If folks would refrain from buying bourbons marked up greatly by the distillery, the liquor stores, and the crazy prices on the secondary market, then these bottles would sit on shelves until they drop the prices. There is the fear of missing out though and folks will pay these high prices. I admit I have too. I saw Redwood Empire has a single malt whiskey called Foggy Burl. I may be giving it a try. Happy New Year!

[@bencpt2000]

Great start to you 2024 season. SLB you are the bourbon experts that feel like friends. Thanks for your awesome insight. HNY!

[@89sooner]

The shelfer version of Dixon Dedmam’s 2XO was really nice for a $45 double oaked shelfer in 2023. And my secondary spirit over the last couple of years has become gin….I never even pay attention to those bourbons or bourbon cocktails for summer, I just change over to gin a bit.

[@jasono.1629]

Great video! Trenton is right, prices for allocated bottles has come down in 2023. I do see both more of them for sale, and for lower prices than years past, at least here in Southern CA. Stuff like Weller Full Proof, Stagg, 4 Roses barrel proof, etc. Looking forward to different spirit discussions! As I too branched into rum a year ago.

[@jaxcoop1511]

I work in a liquor store and have seen a huge increase in tequila interest. Lots of bourbon shoppers are moving into the tequila isle. The same thing is starting to happen to tequila that happened to bourbon where people are looking for the same core group of tequilas creating inventory shortages by buying it all up as soon as it reaches the shelf.

[@bobbygetsbanned6049]

I welcome the change, hopefully everyone forgets about bourbon lol.

[@miken5413]

Elmer MSRP is about 36$. Some whiskey apps post an MSRP that’s way off and on certain bottles it’s even lower than cost. I’m a bar owner in Baltimore the past 35 years and I believe a bourbon bubble is on the way. I notice most bourbon customers are only interested in allocated.

[@stefansauder4872]

maybe I just haven't seen the video, but I would love to see a shot of your whole bar sometime. I love the set up.

[@Shotgunwillie89]

Great content as usual. One question I often wonder about some KZbinrs with hundreds of bottles is, can you even drink all of it in your lifetime? At what point do you just stop buying? The most I’ve had open at one time was 32 during my first year getting into bourbon. It was fun blinding different ones to figure out what suited my palate best. But now that I know what I like, I keep around 15 bottles open. One wish I have is there to be more pints or half pints available so I could try more bottles and not worry about having to finish an entire 750ml if I didn’t care for it, or didn’t want to drop $200 on a LE of something.

[@tomgensel4134]

Thank you, totally agree. All the best for SLB in 2024 🇺🇲

[@ChrisYoung-TheRainmaker]

I think there is a MASSIVE amount of bourbon sitting in collections and homes. And I for one am weary of the games and “raffles” chasing the good stuff. And everything is becoming deemed “allocated”. I think this whole thing is going to cave in on itself. And I wager that production has increased greatly. Walk into a Walmart and look at their slots. I think there is a massive amount of inventory in the pipeline.

[@CruiserDawg]

Jack Daniels came out with the Barrel Proof Rye and the Bonded Rye. Both are excellent. Green River, Bardstown and Barrell had some good releases also. Great video

[@slbdrinks]

I agree! I honestly think distilleries that can keep their products $80 or cheaper will see a lot of success. It’s those that focus on their luxury products and making $250 bottles that lose the plot.

[@whatsthepoint170]

For those who hunt allocated whiskey, like myself, one useful tip is to remember that you have the power as the consumer. A lot of smaller store owners will negotiate prices. Just because a bottle is marked up, doesn’t mean you have to pay that price. And be prepared to walk away. You are bringing the money to the table, no need to beg on top of that.

[@NumbaJuanBog]

Exactly.

[@johnshenk-vm2ic]

Let's go out and get it all! Great start to 2024!

[@mikestewart3670]

Happy New Year gents! Looking forward to 2024 with you guys!

[@jasonkappel2630]

Bardstown should be commended for their $45-$50 shelf-stable releases offered in 2023.

[@nickbaldi5198]

Just tried their Original black label for first time yesterday. So good!

[@AlecS94]

Same for Barrell Foundation for 50-55 most places. Really good stuff

[@mattk7903]

Wasn’t available for most of 2023. Just now started seeing it regularly on shelves in the last two or three weeks

[@jasonkappel2630]

That's unfortunate for your area. We've had it in Upstate NY for several months.

[@NumbaJuanBog]

We had the bardstown BiB for about 10 days here middle of summer 2023, them it disappeared. It finally came back constantly only since about two weeks before Xmas 23'.

[@hbwhitmore878]

Kind of smiling, I was long into scotch and tequila, and as Don Julio anjeo went from 40 bucks to near 80, and Macallan 12 did similar, I went more and more into bourbon. I was buying Henry McKenna 10 yr single barrel in VA for 24.99, and there was tons of it. Not too long ago (less than 15 years anyway). I was shocked when all of a sudden it became hard to find at almost double $.....so yeah, rums are probably the next thing but I still am glad there is so much good bourbon at pretty reasonable prices. Bowman and Knob SB are favorites.

[@theanvil8009]

Prices have gone up three times in the last six months where I live. As long as people keep paying these prices, it's only going to keep going up! Vehicles now are insanely priced but as long as people keep paying, the prices aren't going to come down. My brother went to buy a new truck ( it did have a diesel engine which is about a $10,000-12,000 upgrade) but it was $100,000. He didn't get it, we just did about $5,000 worth of freshening up on his old truck. It'll be a cold day in Hades before I spend that much on what I would consider an everyday vehicle. Anyway, in the past couple months I've been doing what you and Trent were talking about, getting into other affordable Spirits (Rum, Tequila and Gin). Now, I only buy Bourbons and Whiskey when they are on sale or closeout. Thank you for the great videos and HAPPY NEW YEAR !!!!

[@TheFakePenguin]

Happy new years and cheers!

[@randywolf4731]

What a great way to start 2024 for SLB. You both present such a straight forward honest approach to the crazy bourbon prices we have experienced over the last 3 - 5 years. Until we buyers refrain from purchasing these allocated bourbons at the higher prices the distilleries won't change their marketing approach. I have recently spoken to several industry consultants and they have confirmed that some distilleries are attempting to play both the retail and secondary markets with the whole purpose to increase their profit levels. Hopefully in 2024 we will see a correction in pricing, maybe the bourbon bubble is leaking and/or getting ready to burst?

[@shawnh.7141]

Couldn’t agree more, Trent. I think at the end of the day, the only people who will ultimately suffer, will be the distilleries themselves. The lack of policing of their own prices in these ridiculous stores forces people to look elsewhere for alternative spirits. With inflation, & the economy being the way it is, people are waking up to the ridiculousness of paying big money for a product that if we’re all being honest with ourselves, isn’t all that different from each other. There’s only so many variations of notes available in a spirit all aged the same way. People are also waking up to the fact that you can’t argue a Weller, CYPB is 5x greater than say a Weller 107. IMO at some point, distilleries will be begging for their customers to come back. Once the crowd goes spiteful, people will stop buying out of principle. That audience will be incredibly difficult to recapture. “The world is littered with the ruins of empires that believed they were eternal.”

[@markwilkinson2250]

Industry seems to be taking advantage of the popularity of bourbon by creating "reserve" brands and cultivating "exclusivity" by restricting access. That's what drives niche products, high prices, and a secondary market. Your summary was spot on. I only disagree with the notion that distillers are chasing the market. Industry brand managers and marketers create exclusivity and get their prices on the front end, and the secondary market fuels the furor which helps the industry drive more exclusivity. Distillers are just making money before trends and tastes change. Happens in luxe cars and watches, too. Just like I can't get Blanton's unless I am a great customer at my local bottle shop, I can't buy a new Rolex from a jeweler unless I bought a few less desirable watches to gain status to the allocated inventory. Secondary market is the result of the brand managers cultivating exclusivity. I really appreciate that you guys always have suggestions for other brands and bottles that are more accessible. Great insights and recommendations. Perhaps your reviews and tastings of alternate spirits in 2024 will shift the trend so bourbon can get back to "normal."

[@ctowen5222]

This is where I'm at with bourbon as well. I moved to Kentucky in 2004, and being new to bourbon, I tried most everything I could get. I chose Buffalo Trace as my everyday bourbon, and could pick up a handle any time, anywhere. Now I have to chase 3+ stores a month just to find a single 750ml, which costs what the 1.75L used to cost. It seems clear that distilleries are no longer taking care of their base customers and are in fact driving their prices to the point consumers will begin choosing different brands. Same with FOMO, I'm tired of all the special allocations. I'd rather distillers release a consistent, quality product rather than constantly putting out single barrels, store picks or special releases.

[@davidmeier1811]

It is not necessarily the distilleries raising prices, although some brands do have stupid prices. If you buy the BT at the distillery the price is fair. I think the stupid prices are retailers who see flippers making big $ and figure they might as well get the $.

[@ctowen5222]

Agree to disagree. Buffalo Trace seems to have no trouble supplying outside markets, Duty Free shops, international markets and Disney (both parks and cruise lines). Now, their current distributor is sending bourbon BACK to the distillery bc they cannot store any more product, which is why you can buy a case at the distillery at present. If supply is short, then prices go up, which is probably the worst thing that can happen to a $25 bottle of bourbon. IMO, people will move on to other brands.@@davidmeier1811

[@ctowen5222]

Right, that's the point. I live 40 min from Buffalo Trace and it's not available on the shelves...@@steveverdoo1859

[@jameschandler2776]

Blanton's was bringing $200- 300 and now you can get it form $80-100 all day. It retails for 70. Buffalo Trace doubled their capacity 4 years ago and Weller SR and Buffalo Trace and Sazarac Rye are showing up in stores regularly and staying for a week or more. I am in Ohio and used to have to get my Sazarac from Cal. because we never saw it here. Now it is sitting on the shelves. There is no bottle worth $500.

[@Mr.KobeZoom]

It’s my birthday tomorrow got an eagle rare store pick I’m opening cheers!

[@sharthun2009]

Like everything else Social Media is what ruined the Bourbon and Tequila markets for the everyday consumer. Now you have to have two things to get what you desire. 1) A contact in the business 2) A lot of expendable income.

[@JerboFotius]

SM ruins just about everything

[@inthewerks2007]

I have nothing against people hunting for allocated bottles. If this is your passion, I hope you always find what you are looking for. As far as I am concerned, I have stopped looking. When I factor in what my time is worth, hoops to jump through, and insane markups, I can no longer justify the hunt for myself. I go to one big box store, and look for my go to bottles. If there happens to be something "special" sitting there at or very close to MSRP, I might jump on it, but at the end of the day, it's only alcohol, and there are so many choices for me to not concern myself with inflated hype.

[@paulring4267]

Awesome 👏🏻 show. The last couple minutes was so true! 💗

[@devinstafford1634]

The good ol C note. (Roman numeral for 100) - a phrase I heard a lot as a kid from my dad. Happy new Year gents

[@taelue]

So true about Tequila. I can’t find Fortaleza here in Chicago area for awhile.

[@hughesman1965]

Thank you for a great Honest video. i will be expanding my bar with Rums for sure. look forward to your picks. Happy new Year!

[@derekharmon2242]

Love the conversation. With inflation and the price increase of whiskey, I've lost a lot of my love for bourbon. It's also frustrating, having a lot of interesting bottles that are over seas released only.

[@kevingalloway1684]

You said everything I have been feeling for along time! Thank you!

[@TeenDaad]

Hundred dollar bills are sometimes called “C notes” because C is the Roman numeral for 100. “Cent” also means 100 in French which is how we in English came to use the word “cent” for a penny as 1/100th of a dollar.

[@EkcoRoc]

Great convo! I am a big newbe for the burden market, and I surely can't afford those $$$ price tags! I think the distilleries could do very well with selling to the everyday folks out here and make a killing! besides, you build your core base who will come back time and again for your product. I love the idea of branching out with other spirits! I am someone who mixes it up, I like my. gins, vodkas, scotch, and tequila's as much as burdens. Sometimes you are in a mood for something different, or mixed drinks with other things :) Happy New Year! I am very happy I found this channel!!

[@jennifermiller4]

I miss the old Kurt making cocktails for us😢 Please bring this back here and there.

[@kevindavis7732]

Great video. C-note is from the Latin number C, which is 100. M=1000, L= 50, etc.

[@markcatron8996]

Happy New years to you guys..

[@mikwit]

Happy New Year!

[@mikehivner8043]

Happy New Year 🎉

[@dee13lee]

I was late to the bourbon train hopping on about a year ago. I’ve tried so many bourbons and whiskeys in a short amount of time. Last week I went to a local whiskey restaurant and sampled a lot of bottles that were ranked in everyone’s top 5 of 2023. Were they good? Sure. Was I let down by all the hype? Also sure. I was expecting these pours to be leaps and bounds above what I can normally get on the shelf. They really aren’t. Not for the prices they go for anyway. Distilleries are capitalizing on the boom. They are losing me though. I’ve noticed that no bottle of bourbon is worth more than a $100 for me. The price to my enjoyment ratio is just not there. As a matter of fact I’ve already bought a premium bottle of tequila to move in that direction, and it only cost me $55.

[@kevincameron8437]

Same here $85 is about my top out for a bottle, although I’m almost willing to splurge for the Makers Cellar if I could find it since Makers is my distillery of choice.

[@dee13lee]

@@kevincameron8437 good luck finding one. I’m coming around to Makers. I like Makers 46 cask strength. Finished bourbons have my heart right now. Plus I love anything from Barrel. Seagrass being my favorite pour ever so far. For my pallet, It’s hard to find anything better than Jack Daniels SBBP. Especially for price and availability.

[@JerboFotius]

​@kevincameron8437 my brother just found a Maker's Cellar 23 yesterday. Wondering if I'll ever get to try it or not lol

[@TheBiggdaddyhoss]

It wasn't long ago you could get pretty much any Buffalo Trace product at meijer. My favorite non allocated from this past year was the Bardstown Origin series. Especially the white label. Peaches & Cream...❤

[@goldanboy43]

Happy New Year. Loving the videos. Loads of good points made on distribution and prices.

[@robschoenung9543]

Jack had a good year with their Bonded and Triple Mash in the $30 range. The Single Barrel Barrel Proof and the Rye for $65.

[@letsgored831]

The amount of bourbon product that is currently aging in rickhouses is setting the stage for a real glut in the coming decade, especially if the collector market collapses.

[@wxjunkie]

Also barrel picks.... a $60 Woodford or Elijah Craig barrel pick was always the best value on the shelf. And now those are hard to find.

[@MarkSorenson-hn6pg]

Trenton "C" is the roman numeral for 100...thus the "C Note" is a hundred dollars. I really enjoy watching your shows.

[@Kbo4891]

Love it boys. I’m new to the Burbon game, and I have learned a lot from you both. Looking forward to 2024.

[@bjschofied1]

Loved this video! Id love to try Blantons but by the time I find out about it, it's gone. I found my first bottles of Fortaleza and it took me all of 2023 to find them.

[@edwino.4773]

Well spoken guys!! Thanks and Happy New Year!🎊

[@TC-bj8pu]

Excited about the rums! Looking forward to the videos! Bacoo 12 year. $28! Very good. More rums just like that out there too! I think you guys are right. We’re going to see the same great vanishing of rums and tequila as we have with bourbons.

[@scottfromoahu2896]

Happy New Year, SLB!

[@MrDobberdude]

Never tried an allocated bourbon that was so much better than rare breed. So will rarely pay more than $60

[@johnnycampbell3422]

Diffrent yes, better, eha?

[@johnnycampbell3422]

@kingsroadwrestling I haven't had it, but it is on my list. You think it's "better" or you really think it's better?

[@jameslane9267]

Russels 13, MMCA, and Michters 10 are all quite a bit better than your standard $60 bourbons such as Rare Breed. They’re worth the $200 every single time.

[@amason8479]

@@jameslane9267 they get you drunker?

[@niklow99]

I’ll give you a like for the thought. However, my wife also believed there is no difference in drive, feel and experience between a corolla and a i6tt bmw 5 ser…

[@stevepodrasky2517]

Exploring spirits outside of bourbon is exciting and fun. And, there is some really great stuff. Redbreast PX is out right now. If you see a bottle, buy it. It’s worth the $ and only comes out like every other year in limited quantities. A fantastic Irish whiskey!

[@michaelhogan7866]

Happy new year fellas. I do hope they start releasing affordable great products. Also C is the Roman numeral for 100 Trent 😊

[@josephpowell7998]

You couldn't be more accurate with the garbage additive laden tequilas. There are so many top notch additive free tequilas to try. Cazcanes, Fortaleza, Carrera, G4, El Tesoro, El Luchador, Santa Fino, Rey Sol, Tears of Llorona. Give those a try and you won't be disappointed

[@djsugarc1075]

Arrete as well

[@tomz6594]

El Tesoro has always been a favorite of mine. I also enjoy Don Fulano and La Gritona.

[@motorcityb8551]

I'm gone pick up these recommendations, Thanks good sir!

[@tomz6594]

@@motorcityb8551 Lui Fernandes has a good tequila focused KZbin channel. I agree with most of his recommendations and he even put me on to a few others I didn't know about (Mijenta for example).

[@heatherharrison264]

I'm familiar with most of your recommendations; they are all good choices. Tears of Llorona is an interesting one. It is aged in three different types of barrels, giving it some woody notes and complex flavors that would appeal to whisky drinkers. It is rather expensive, but I don't mind paying for a well crafted and unique product.

[@peggydalton7735]

I’m old and I didn’t know what c note was either Trenton lol. We both learned something today!

[@clemonsjoey]

Jack Daniel’s has done great with their Single Barrel Barrel Proof bottles that are easier to find and reasonably priced!

[@hitchyourwagon4720]

There are about a half dozen tequilas I really enjoy ( Forteleza is one of them) but I have yet to find any Mescal I would consider enjoyable. I look forward to you guys finding a good tasting example of a product frequently described as Smokey, medicinal, diesel, or rubber tire. 🎉🎉

[@mrjughead87]

Happy New Year SLB's.

[@krazeeeyezkeith]

I feel lucky up here in Canada because I don't think things have gotten to these levels of over-interest up here yet. Even with the currency exchange, I can easily find in my city any day things like lower end Weller or Buffalo Trace for MSRP. We don't get the selection you find in the USA but I feel like there's more allocated American stuff available in stores here without any real mark up. Right now I've got a bottle of Buffalo Trace, Weller green label, WT Rare Breed, and Old Forester 1920 and I got them all for MSRP around xmas time (peak time) no hunting required. And I chose those few bottles out of tons of interesting stuff available including Japanese whiskies, scotch whiskies etc.

[@dcjenner]

Thank the government for something, of course you find all that for MSRP, it’s Canada and it’s regulated. We can’t get much but, what we get is available and reasonable. No secondary market, no price gouging.

[@dunny2124]

Great conversation gentlemen, ❤ from MI.

[@CB-li9gw]

When distilleries begin to focus on the high end it drives the core and novice to other pursuits. This results in their core products - WT101, Knob Creek 9 year, losing wallet.

[@GekanS]

I appreciate the honesty on your channel. I have a hankering to try the Thirteenth Colony Double Oaked, but the package store near my house has it behind the counter for $499.99. I told the shop's proprietor that I refused to pay that much money to sip something and urinate it out in less than 24 hours.

[@borgcutus5780]

Totally with you on the need for distilleries to focus more on the $50-$60 high quality shelf available product segment. It's what the consumers want. I would rather go without than pay huge sums for limited release and allocated products, especially on the secondary market. Never have bought anything on the secondary, never will. Good video topic guys!

[@kurtlarson2061]

I agree, I agree, I agree. I can't afford more than $30-40 for a bottle. Maybe as high as $60 for a very special occasion, but I'll never go higher than that. I'm always on the hunt for something in that price range that delivers, and I couldn't care less about the $100+ bottles that I simply can't afford.