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How Pappy Van Winkle Changed The Bourbon Collecting Landscape

There are bottles of whiskey, and then there are bottles that change history. In the world of spirits collecting, few names carry the mythical weight of Pappy Van Winkle.
  • Beth Squires is a passionate whisk(e)y enthusiast, writer, and serves as the Deputy Editor at The Whiskey Wash. She is also a current mentee on the OurWhisky Foundation's Atonia Programme.
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All of these mythical Pappy Van Winkle whiskeys are available to buy now on The Whiskey Wash Shop.
There are bottles of whiskey, and then there are bottles that change history. In the world of spirits collecting, few names carry the mythical weight of Pappy Van Winkle – a bourbon that didn’t just become popular but fundamentally transformed how Americans and the world view whiskey.

Before Pappy‘s rise to fame, bourbon was largely a blue-collar spirit, overlooked internationally and undervalued even at home. Today, collectors pay thousands for rare bottles, enthusiasts enter lotteries for the chance to purchase at retail, and distilleries have reimagined their entire business models. This isn’t just hype – it’s the story of how one Kentucky whiskey rewrote the rules of collecting.

Bourbon Before the 2000s

In the late 20th century (from the 1960s onwards), American bourbon was experiencing a prolonged slump. As young drinkers gravitated toward vodka and gin, bourbon found itself relegated to dusty bottom shelves – a regional spirit lacking the prestige of scotch whisky or cognac. Many once-great Kentucky distilleries were shuttered or sold for scrap, their venerable brands abandoned. International markets showed little interest in bourbon in comparison to scotch.

However, during this difficult time for the industry, barrels of bourbon were quietly maturing, waiting for the spirit to make a comeback. With supply far outpacing demand, extra-aged barrels of bourbon could be bought for much less than their previous market value. By the millennium, a small but dedicated community of bourbon enthusiasts was forming, sharing tasting notes on early internet forums and seeking out overlooked gems. American distillers began experimenting with small batch and single barrel releases to appeal to connoisseurs, nudging bourbon upmarket – but the category remained largely inexpensive and underappreciated, waiting for a catalyst.

The Spark: The Rise of Pappy Van Winkle

That catalyst arrived in the form of Pappy Van Winkle. Julian Van Winkle III, grandson of legendary whiskey man “Pappy” Van Winkle Sr., began bottling specially selected, extra-aged wheated bourbons under the family label in the late 1980s and 90s. The first release was a 20 year old in 1994. 

At a time when most bourbon was young and mass-produced, the Van Winkle line’s 15, 20, and even 23-year-old expressions had an air of antiquity and luxury to them. The whiskeys were, by that time, relics of bourbon’s dark days. 

Then, in 1997, Pappy Van Winkle’s 20 Year Old was rated 99 points out of 100 at the Beverage Testing Institute World Spirits Championship, declared the “#1 rated Bourbon Whiskey in the world.” Almost overnight, Pappy became a national sensation. Celebrity chefs like Anthony Bourdain and David Chang sang its praises, feeding the frenzy. By the early 2000s, a cult-like following had formed. The Van Winkle family and their partners at Buffalo Trace Distillery mastered the art of scarcity, keeping production tiny – around 7,000 cases per year, “a tenth of a percent as much as Jim Beam.” Retailers holding annual Pappy releases faced unprecedented demand, with bottles disappearing within minutes, often snapped up by those who had waited overnight or won store lotteries for the privilege to purchase.

Then, in 2013, over 200 bottles of Pappy Van Winkle were stolen in a heist that was later dubbed ‘Pappygate’. This news story once again shone a spotlight on the brand. The fact that criminals were risking jail time to acquire these bottles of liquid gold certainly piqued the interest of enthusiasts and collectors. Even Netflix wanted a piece of the pie, releasing a documentary about the heist, aptly named Heist, in 2021.

By the late 2010s, Pappy was a cultural bourbon icon. 

Why It Mattered

The 20 Year Old Family Reserve holds a special place in bourbon history.
Pappy Van Winkle’s explosive rise didn’t just create a craze for one bourbon; it fundamentally changed the whiskey landscape by proving American whiskey could achieve luxury status on par with the finest scotches or wines. Before Pappy, few would have believed bourbon would have people treating it like a priceless art object. But the bottle’s meteoric price trajectory – from $100-200 retail to $2,000+ in private sales – became the norm.

This dramatic leap in bourbon’s popularity and potential had ripple effects throughout American whiskey culture. A secondary market flourished on websites, auction houses, and social media exchanges. Other distilleries began emulating the Van Winkle playbook, releasing their own long-aged, limited editions with backstories and special packaging. 

The Legacy

In Pappy’s wake, a host of other bourbons and ryes joined the ranks of “must-have” collector’s items. Buffalo Trace’s Antique Collection, Eagle Rare, William Larue Weller, and Sazerac have been propelled to stardom. Nearly every major American distillery has felt the “Pappy effect”.

Pappy, in a relatively short space of time, managed to completely transform the landscape of collectible American whiskeys. Even today, Pappy remains the perceived pinnacle of luxury bourbon and is sought after by almost every bourbon collector. 

Pappy: The Ultimate Collector’s Bourbon

In the end, the story of Pappy Van Winkle isn’t just about delicious bourbon; it represents a movement that transformed American spirits. Each bottle is a tangible link to the moment bourbon leapt from Kentucky bars to the global stage of luxury collectibles.

For collectors, these bottles aren’t just acquisitions; they’re artifacts from the bourbon revolution. There’s a reason the Pappy Van Winkle 20 Year Old Family Reserve Pre-2007 is particularly coveted – it represents bourbon from an era when the legend was still building. Similarly, the Pappy Van Winkle 15 Year Old Family Reserve offers the perfect balance of age and drinkability that made critics swoon. The Van Winkle 13 Year Old Family Reserve and Pappy Van Winkle 12 Year Old Special Reserve complete a collection that spans the range of what made this distillery revolutionary.

All of the above bottles are now available on The Whiskey Wash Shop. If you are looking to own a fundamental piece of bourbon history, these bottles represent a fantastic opportunity.

Beth Squires

Beth Squires joined Mark Littler Ltd full-time in October 2020 after completing her university degree in English Literature. Since then, she has acquired extensive knowledge about all aspects of whisk(e)y and now holds the position of Deputy Editor at The Whiskey Wash. Beth is passionate about history, industry innovation, marketing, and sustainability. With a special fondness for independently bottled rare scotch, Beth also serves as a whisky bottle investment specialist. Additionally, she is a mentee currently enrolled in the OurWhisky Foundation's Atonia Programme.

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