October 6, 2018

The Macallan Valerio Adami

Longtime list member and e-commerce uptime expert Lee Whalen wrote in with a “high price auction” news item from October 3, 2018:

Bottle of scotch sells for $1.1 million

Yup, a single bottle of scotch sold for $1,100,000.00 USD.

But of course, this wasn’t just ANY bottle of scotch. Click on the article link and you’ll see what I mean. The dapper fellow holding the bottle in the video is wearing white gloves and a monocle. A MONOCLE!

If you read my message about the blue Hawaiian Missionary, you won’t be surprised to learn that there’s plenty of story behind this particular bottle of scotch.

Some phases in the USA Today article that popped out at me:

• “the Holy Grail of whiskey”
• “the Rolls Royce of malts”
• “whiskey connoisseur”
• “limited edition”
• “commissioned artwork”
• “famous artist”
• “one of a dozen in the world”
• “an object of beauty”
• “museum piece”

And now with this record sale in the history books, the bottle’s story grows to include:

• “new world record price”
• “most expensive in the world”
• “mysterious unknown buyer”

When it comes to premium pricing, story is very VERY important.

So...

What’s your story?

Yours,

—J

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