Beam Suntory Changes Plans for Booker’s Bourbon Price Hike

January 2, 2017 – Three weeks after announcing plans for a 66 percent increase in the price of Booker’s Bourbon in 2017, Beam Suntory has reversed course. In a statement provided Monday evening to WhiskyCast and Fred Minnick, who first reported the decision, Beam Suntory executives confirmed rumors of a change that had been circulating over the New Year’s holiday weekend. On December 9, the world’s largest Bourbon producer announced that it would raise the recommended retail price for Booker’s from $59.00 (USD) to $99.99 starting with the first batch release in 2017. That move led to intense criticism on Read More »