For a variety of reasons, the demand for certain bourbons far exceeds the supply. To deal with this disequilibrium, some bottles are "allocated" or distributed as a "limited release." Check out our last blog for a basic overview of what even is an allocated bourbon in the first place.
Now, let's figure out how you can maybe get your hands on some!
When can you buy limited bourbon?
Allocated bourbons are usually distributed in small batches throughout the year at the discretion of the distiller. While October has historically been a popular release month, it seems like allocations are now happening year round. Bourbon Bossman has compiled a pretty comprehensive calendar of 2024 release dates.
How is bourbon allocated?
Distillers sell their limited release bourbon to the distributors who then allocate them to liquor stores based on metrics such as historical sales of that distiller's product through that retailer, the store's reputation, & overall sales volume. Most likely and not surprisingly, the distributors allocate bottles to their best customers. Then the retail liquor stores usually sell the bottles using some combination of the following methods: sell the bottles first-come / first-served, maintain a waiting list of interested customers, conduct a lottery, and/or hold on to some bottles for their best customers.
Bottles generally have an MSRP (manufacturer suggested retail price). But these bottles often sell well above MRSP because both the economic scarcity principle and law of demand are pushing the prices higher.
How is bourbon allocated to New Hampshire?
New Hampshire is one of 17 Alcoholic Beverage Control States (ABC states); therefore, NH essentially has only ONE monopolistic liquor store. This monopoly makes NH very attractive to distributors. Distributors have just one liquor store to deal with,, and it's a "store" that has really, really robust sales and historical data. NH's liquor outlets get a lot of traffic and visibility, often located on highways and near many other states and Canada. If that isn't enough to make NH very attractive, the Granite State government is very serious about and supportive of its extremely lucrative liquor industry. New Hampshire empowers its state employees to know bourbon inside and out and to work closely with the distillers and distributors, bringing back special bourbons.
All said, NH has a lot of buying power and clout, as well as strong expertise and reputation, when it comes to liquor & allocated bourbon. To go more in-depth about the unique place NH has in bourbon purchasing, check out Why a Control State Liquor Store Might Be Your Best Bet for Finding Rare and Interesting Spirits
How can you, the consumer, purchase a bottle of allocated bourbon?
There are plenty of stories out there about people staking out liquor stores & watching for delivery trucks to determine when a limited release might be coming. Stores can also be overrun by people trying to score an allocated bottle. Short of being a private investigator, there are ways you can improve your chances of maybe scoring a limited release.
If you are in a non-control state, the best way to maybe buy a bottle of allocated bourbon is to
become a good customer at a high quality, busy liquor store. In addition, join mailing lists of both the distillers and the liquor stores, so you have an idea when allocations might be coming available.
Each control state handles their own allocations in different ways. For example, in August 2024, Pennsylvania was allocating 1,252 bottles via a drawing that was open to both residents and PA licensees. They limited purchasing to one bottle per entry. Alabama has a quarterly lottery to secure a spot in line to get into the liquor outlet first. More specifically, Alabama randomly draws about 50 names and those winners may enter the liquor outlet at 9:30am on a given day in the order their name was drawn. The person is then allowed to buy 1 bottle from Table 1 and 1 bottle from Table 2, while supplies last. Reminds me of getting in line for a Cabbage Patch Kid in 1983!
If you are in New Hampshire, you can enter the Limited Release Project Drawing Program lottery. This program was established in 2001 to provide an equitable, organized way to provide the public an opportunity to buy limited release spirits. Anyone 21+ can set up an account, receive email updates, and can enter the drawing. The NH Liquor Commission establishes the price for each specific bottle, so unlike typical monopolies, the prices of limited release bottles sold in NH does not have the large mark-up often seen through private retail outlets.
We, at 70 North, are excited to open our allocated bottles for people, to sip & savor, without the hassle of having to enter a lottery or scope out a liquor store. Enjoy!
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