Setting a price is key to marketing. Set it too low, and you are leaving money on the table. Too high, and you are pricing yourself out of the market. Somehow, Michter's has done both.
For their signature bottle of 20 Year Single Barrel Kentucky Straight Bourbon, Michter's suggests a price of $600. While many would think that's excessively high, the market shows that this price is too low. Where it is offered, many retailers get more than $1,000 for a bottle. Sometimes, price just doesn't matter. As Master Distiller Willie Pratt puts it, "It's not about how much it costs to make the Michter's; it's about what it costs to make it the best." It's hard to believe that this ultra-smooth, two-decade- old spirit is 114.2 proof, as there is absolutely no alcohol burn. After distillation, aging, custom chill filtration and bottling, the product sports a superior viscosity and mouthfeel. You can sense the quality from the teasing, pleasing nose to its complex structure; from the fruit flavors of black cherry, orange and apricot on the palate to the warmth that lines your esophagus and finally, the long, lingering aftertaste.