MSRP vs. shelf vs. street
The Markup Index
Shelf markup = state retail price (NC, VA, PA) ÷ MSRP. Street (retail ad) = lowest dated weekly retailer ad price ÷ MSRP. MSRPs are marked official (brand/distillery) or press-reported (news report of a brand-stated price). Secondary auction or resale prices aren't used. Every input carries a source and date.
Scored: 15 bottles with MSRP
| Bottle | MSRP | NC | VA | PA | Shelf markup | Street (retail ad) |
|---|---|---|---|---|---|---|
| E.H. Taylor Bottled in Bond 2025 edition (first release, 100 proof) | $149.99 official | $154.95 | — | — | 1.03× | no ad yet |
| Four Roses Limited Edition Small Batch 2026 edition is 109.2 proof; NC listing shows 109, so the edition match is probable | $249.00 official | $249.95 | — | — | 1.00× | no ad yet |
| Angel's Envy Cask Strength 2026 edition, 117.8 proof matches | $249.99 press-reported | $249.95 | — | $249.99 | 1.00× | no ad yet |
| Heaven Hill Heritage 18Y 2024 Re… 2024 release, 18-yr, 120 proof matches | $299.99 official | $299.95 | — | — | 1.00× | no ad yet |
| Michter's 10Y KS Rye Whiskey 2026 release; 92.8 proof matches | $210.00 official | $209.95 | — | — | 1.00× | no ad yet |
| Old Forester Birthday Bourbon 2026 Press release text as republished; Brown-Forman sweepstakes rules list $199.00 MSRP | $199.99 official | $199.95 | — | — | 1.00× | no ad yet |
| Old Rip Van Winkle 10Y 2026 collection; 107 proof matches | $169.99 official | $169.95 | $169.99 | $129.99 | 0.77–1.00× | no ad yet |
| Pappy Van Winkle Family Reserve Bourbon 20 Year 20-Year, 90.4 proof | $399.99 official | $399.95 | $399.99 | — | 1.00× | no ad yet |
| Pappy Van Winkle's Family Reserve 15 Year 15-Year, 107 proof | $299.99 official | $299.95 | $299.99 | — | 1.00× | no ad yet |
| Pappy Van Winkle's Family Reserve 23 Year 23-Year, 95.6 proof | $499.99 official | $499.95 | $499.99 | — | 1.00× | no ad yet |
| Russell's Reserve 15Y Bourbon 2024 limited release | $250.00 official | $249.95 | — | $249.99 | 1.00× | no ad yet |
| Van Winkle Special Reserve 12Y 2026 collection; 90.4 proof matches | $199.99 official | $199.95 | $199.99 | $149.99 | 0.75–1.00× | no ad yet |
| Wild Turkey Austin Nichols Archives Gold Foil 16-yr, 120 proof matches | $400.00 official | $399.95 | $399.99 | — | 1.00× | no ad yet |
| Wild Turkey Master's Keep Beacon 2025 release | $300.00 official | $274.95 | — | $299.99 | 0.92–1.00× | no ad yet |
| Knob Creek 18Y 2024 re-release, 100 proof matches | $179.99 press-reported | $169.95 | $169.99 | $169.99 | 0.94× | no ad yet |
Official MSRPs come from distillery or brand sources, and press-reported MSRPs from news reports of a brand-stated price, cited with outlet and date. Editions are matched on proof, and where an edition doesn't match, no MSRP is attached. Methodology
Retail ad prices (street input)
| Bottle | Retailer | Ad date | Ad price | Lowest state shelf | MSRP |
|---|---|---|---|---|---|
| Basil Hayden's | Powers Liquor Mart 5847 Palmer Park Blvd, Colorado Springs, CO | Oct 15–21, 2026 | $28.59 | $39.95 | MSRP pending |
| Buffalo Trace Bourbon | Powers Liquor Mart 5847 Palmer Park Blvd, Colorado Springs, CO | Oct 15–21, 2026 | $21.99 | $28.99 | MSRP pending |
| Weller Special Reserve | Powers Liquor Mart 5847 Palmer Park Blvd, Colorado Springs, CO | Oct 15–21, 2026 | $18.59 | $28.99 | MSRP pending |
Tracking list: allocated bottles awaiting MSRP
State prices: NC ABC quarterly list and VA ABC Oct–Dec 2026 list (both retrieved 2026-10-21), and the PA PLCB list dated 2026-07-01. Retail ads: Powers Liquor Mart weekly specials, Oct 15–21, 2026.