At $90 for members, Eagle Rare 10 sits above what the drinkers of the bottles nearest it would pay. It's priced for its fans: it fits them, and it pinches everyone else. That's the short answer. The rest of this is the working.
Eagle Rare 10 wears a 10-year-old label, but it drinks like a bourbon well into its mid teens. It's a big one. Sweet maple syrup and toffee open the glass, then firm mint and dried fruits move in over the top, and underneath there's polished leather, roasted nuts and dry resinous oak. The finish runs long and spicy and dry, with cinnamon, mint and oak trailing off. If you like your bourbon bold and heavy on the oak, this is aimed squarely at you.
So, what to pay. This week it's $90 for members at Dan Murphy's. It usually sells around $94, which puts you near the middle of its own range; I've seen it as low as $85 and as high as $104. Spread across the bottle that works out to about $3.62 a standard drink, so a pour at home comes in well under a pint at the pub at $13.
Now the part that sets the price in context. What would the drinkers of the bottles nearest Eagle Rare 10 pay for it, each starting from what they pay for their own? A 1792 Small Batch drinker would pay about $72, which is 87% of what their own bottle costs them; they mark it down mostly for sherry and dried fruit, and for being older than theirs. Turn it around, and an Eagle Rare 10 drinker rates 1792 Small Batch at about 93% of their own, marking it down for that same sherry and dried fruit, and for being younger. Across the drinkers of the nearest bottles the answers run from $72 to $78. At $90 for members, this week's price sits above all of them: priced for its fans.
If you do want a change, two bottles stand in close.
Old Virginia 12 usually sells around $80, and it's $81 this week. The nose and palate are well-aged bourbon: vanilla, caramel and dried fruit, with gentle oak spice over a rich, full body. To an Eagle Rare 10 drinker it gives about 95% of what the Eagle Rare does, for 90% of the price.
1792 Small Batch usually sells around $84, and it's $83 for members this week. It opens nut-filled, with toasted walnuts, pecans and Brazil nuts, then an atypical, rather lovely spice arrives: smoked chiles folded in with cinnamon, crème brûlée and toffee, and the pepper comes back for the finish. To an Eagle Rare 10 drinker it gives about 93% of what the Eagle Rare does, for 92% of the price.
Who's it for, then? If Eagle Rare 10 is already your bottle, nothing here should move you: $90 for members is this week's price, and it's built for the oak-forward palate it has always suited. If you walked in as a 1792 Small Batch drinker, your own figures say you'd sooner keep the walnuts and that soft spice where they are. And if you want the aged-bourbon shape for a little less, Old Virginia 12 carries you most of the way. Everyone leaves with a yes.
A bold, oaky bourbon that knows exactly whose glass it belongs in.
None recorded.
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