The desire for the unusual

The endless, and expensive, quest for rare objects

A few months ago, I was invited to speak at a small marketing conference in Chicago. To attract attendees, its organizer promised everyone a one-ounce pour—a sip, more or less—of a cult bourbon called Pappy Van Winkle. Pappy, as it is known to its fans, is so sought after that it’s nearly impossible to find, and, a few days before the conference, word came that the Pappy supplier had fallen through. Luckily, I happened to walk into a Greenwich Village liquor store where two bottles had just arrived. ….[READ]