Exploring Wild Turkey Master’s Keep MSRP and Secondary Market Prices

Wild Turkey’s Master’s Keep series has become one of the most coveted limited edition bourbons since its inception in 2015. With only one new release each year, Wild Turkey Master’s Keep bottles are highly sought after by bourbon enthusiasts and collectors alike. But with such limited supply and high demand, these special releases don’t come cheap. Let’s take a closer look at the MSRP and secondary market prices of Wild Turkey Master’s Keep to understand what makes this series so special.

Overview of Wild Turkey Master’s Keep

The Master’s Keep series was launched by Wild Turkey’s legendary father-son Master Distilling team of Jimmy and Eddie Russell. Each annual releasefeatures some of Wild Turkey’s finest and oldest bourbon stocks showcasing unique mash bills barrel finishes, and age statements.

Only available in limited quantities each year, Master’s Keep aims to push creativity and innovation in bourbon making. Yet the Russells still maintain Wild Turkey’s traditional processes and heritage. This results in some of the most complex and refined whiskeys produced by Wild Turkey

So far, there have been 7 editions of Master’s Keep since 2015:

• Master’s Keep 17 Year (2015)
• Master’s Keep Decades (2017)
• Master’s Keep Revival (2018)
• Master’s Keep Cornerstone Rye (2019)
• Master’s Keep Bottled in Bond (2020)
• Master’s Keep One (2021)
• Master’s Keep Unforgotten (2022)

Each release has seen critical acclaim, earning impressive 95+ scores from renowned whiskey reviewers. Let’s look at how the MSRP and secondary prices have evolved over the years.

Wild Turkey Master’s Keep MSRP

The Manufacturer’s Suggested Retail Price (MSRP) gives us an indication of the distillery’s own valuation for these limited editions.

• The debut Master’s Keep 17 Year release in 2015 had an MSRP of $150. For a highly aged whiskey at cask strength, this seemed like good value.

• The MSRP held steady at $150 for the 2016 Decades and 2018 Revival editions as well.

• In 2019, the Cornerstone Rye release saw the first price bump to $175. This has remained the standard MSRP for all subsequent releases.

Considering the rarity, age, and unique nature of these whiskeys, the $175 MSRP seems justifiable. It’s positioned as an ultra-premium, special occasion bourbon.

While the MSRP has largely remained constant, secondary market prices tell a different story.

Wild Turkey Master’s Keep Secondary Market Prices

Limited allocations and the Master’s Keep reputation has fueled intense demand among bourbon collectors. This has led to skyrocketing prices on secondary markets well above MSRP:

• The 17 Year release now sells for $235, a 56% premium over its original $150 MSRP.

• Decades and Revival editions fetch upwards of $290 and $200 respectively.

• The Cornerstone Rye and Bottled in Bond editions hover around the $240-$330 range.

• The 2021 Master’s Keep One is reaching over $360, more than double its $175 MSRP.

• Early pricing indications suggest the latest Unforgotten release could breach $500.

These exponential price hikes showcase the mania surrounding limited edition bourbons. For context, even highly-rated Buffalo Trace Antique Collection whiskeys don’t quite reach these secondary market prices.

What’s Driving Wild Turkey Master’s Keep Prices?

Several factors explain the increasing desirability and prices around Wild Turkey Master’s Keep bottles:

• Reputation and Reviews: Critics and connoisseurs regularly rate Master’s Keep releases 95+ or higher. This reputation for quality drives demand.

• Low Supply: With approximately 10,000 – 15,000 bottles per release, supply is extremely limited worldwide. Allocations are small even in the US.

• Unique profiles: From rye mash bills to tropical rum finishes, Master’s Keep pushes boundaries. This attracts collectors looking for distinctive, experimental flavors.

• Prestige: The mystique of the Russell family name gives these whiskeys an air of prestige. Wild Turkey is viewed as an iconic, traditional American whiskey brand.

• Rising bourbon popularity: Bourbon’s growth as a premium spirit globally is fueling higher prices across the board. Collectors are chasing rarer, limited editions.

As bourbon continues growing as a luxury hobby, expect Wild Turkey Master’s Keep to remain highly coveted. Barring a market crash, these limited editions appear poised to keep appreciating in value for the foreseeable future.

Finding Master’s Keep at Reasonable Prices

Despite sky-high secondary prices, Master’s Keep can still occasionally be found at or near MSRP through careful hunting:

• At release: These generally sell out fast, but retailers receiving larger allocations will carry them near MSRP briefly. Following bourbon groups can provide release alerts.

• Off the beaten path: Smaller stores in rural areas receive limited allocations, but also see less demand. Exploring these locations can turn up gems.

• Developing bourbon markets: Countries like Japan, India, and China are receiving greater allocations as their bourbon culture grows. This can create arbitrage opportunities.

• Reputable online groups: Closed groups with lotteries and anti-flipping measures allocate limiteds fairly to members. Joining these groups takes time but can pay dividends.

• Get lucky: Occasional sightings still occur at MSRP, especially in control states. Persistence, timing and luck play a role.

The key is avoiding shady secondary sites with outrageously inflated pricing. With effort and patience, Master’s Keep can still be found for reasonable prices.

Is Wild Turkey Master’s Keep Worth the High Price?

At the end of the day, a bottle’s value is subjective. Beauty lies in the eye of the beholder. Given the critical acclaim and limited nature of these releases, many enthusiasts feel the high price (even on secondary) is justified for the memorable experience these provide.

However, skeptics argue the hype surrounding limited editions is artificially inflated. They advocate enjoying bourbon for its flavor rather than treating it like a traded commodity.

Ultimately, it’s about aligning with your personal values. If you have the means, view bourbon as a hobby, and Master’s Keep holds significance, the price may seem fair. But if you simply want great tasting whiskey, many cheaper alternatives can fulfill that need.

Regardless of where you stand, understanding the price mechanics provides insights into the forces shaping the bourbon market today. What’s clear is that Wild Turkey Master’s Keep remains one of the most coveted modern bourbons. We look forward to seeing what new wonders the Russells have in store for future releases.