The scarcity of this particular bourbon is what builds up all the hype and attention this particular bourbon gets. Yes, it’s delicious but there are other bourbons similar in quality and taste. The fact that only so many bottle exist is what drives it’s price up. Retail a bottle would be less than a hundred dollars…if you ever find it. At a bar a glass of Pappy’s would be way more than this. The comedy “The Internship” with Vince Vaughn and Owen Wilson has a scene where they order three glasses of Pappy’s costing them a $100 each. This is a marketing tactic which builds a brand name and creates a high demand for the product.