Rare Blackhawk Bourbon Fetches Over $71,000 at Auction

A rare bottle of bourbon linked to the Chicago Blackhawks and the Wirtz family sold for an impressive $71,375 last month through Unicorn Auctions, based in Ravenswood, Chicago. This transaction highlights the growing interest in collectible spirits, especially as the bourbon market continues to flourish.

This particular bottle, known as the Blackhawk bourbon, was distilled in the 1950s by Stitzel-Weller exclusively for the Wirtz family. It had remained largely untouched for decades, making its recent appearance all the more significant. The sale is part of a broader trend in the spirits market, where rare and vintage bottles are increasingly sought after. In fact, prior auctions for the Very Very Old Fitzgerald 18 Year bourbon reached even higher prices, with sales of $106,500 in October and $100,125 in May 2024.

Unicorn Auctions: A Rising Star in Collectible Spirits

Unicorn Auctions, co-founded by Phil Mikhaylov and Cody Modeer in 2020, has quickly established itself as a leader in the auctioning of fine spirits. The company has surpassed $200 million in sales and has sold over 500,000 bottles to date. Mikhaylov noted that the auction house has attracted over 100,000 customers, primarily through organic growth driven by word of mouth and referrals.

Despite a noticeable shift away from alcohol consumption since the pandemic, Unicorn’s sales have thrived. The auction house sells between 4,000 and 6,000 bottles weekly, generating more than $1 million in weekly revenue. Approximately one-third of these purchases are picked up locally, while the rest are shipped across the country or stored in Unicorn’s 70,000-square-foot temperature-controlled vault in Chicago, which holds over $100 million in product.

Unicorn operates on a consignment basis, which allows it to legally sell and ship alcohol in the U.S. without being classified as a retailer or distributor. This distinction has positioned Unicorn as likely the largest auction house of its kind in the country, employing around 80 staff members who manage everything from logistics to app development.

Significant Auctions and Charitable Contributions

The auction house’s growing reputation is further strengthened by notable sales, including a recent tasting experience at a Blackhawks game that drew a winning bid of $222,250 during an October auction. This event was part of the team’s centennial celebration and included tastings of the Blackhawk bourbon alongside special Van Winkle varieties. Proceeds from this auction contributed to the Chicago Blackhawks Foundation, raising over $425,000 in total.

In a statement, Danny Wirtz, chairman and CEO of the Blackhawks, emphasized the significance of the bourbon, stating, “This bottle is more than a rare whiskey. It’s a piece of our family and team’s shared history, both in the world of hockey and the spirits industry.”

The Wirtz family’s connection to the liquor industry dates back to 1945 with the establishment of Wirtz Beverage Group by patriarch Arthur Wirtz. The company merged with Charmer Sunbelt Group in 2016, forming Breakthru Beverage Group, one of the largest wholesale alcohol distributors globally, with annual sales exceeding $8.5 billion.

The historical context of the Blackhawk bourbon is profound, as Julian Van Winkle III, president of Old Rip Van Winkle Distillery, recalled a sales trip to Chicago in the late 1960s, where he met Bill Wirtz, the then-chairman of Wirtz Beverage Group. He expressed excitement at the prospect of tasting the bourbon, which he described as “one of the most special bottles of Kentucky bourbon on the planet.”

The auction house has seen remarkable transactions, including $250,000 for a Yamazaki 55-year single malt whisky and $153,000 for a Buffalo Trace Old Fashioned Copper 1982 bourbon. Bourbon accounts for about 65% of Unicorn’s sales, garnering approximately 100,000 bids per week.

Mikhaylov attributes the growing interest in bourbon to its aging process, rarity, and unique qualities. As Brian Rosen, managing partner of InvestBev Capital, noted, “Bourbon is a rare asset that increases in value as time passes.”

Interestingly, Unicorn’s fastest-growing category is currently tequila, specifically non-additive varieties produced by small batch distillers. Vintage spirits are also experiencing a resurgence, appealing to a younger demographic. Notably, about 70% of Unicorn’s clientele consists of Generation Z and millennials, despite these groups traditionally shunning alcohol.

While high-profile auctions often attract attention, Unicorn has made a concerted effort to engage mass consumers. A significant portion of their transactions—over 100,000—are priced under $100, reflecting a shift in strategy to include a broader audience. Mikhaylov remarked, “We used to have these curated auctions with ultra-expensive bottles, but what I realized is that’s the antithesis of what we wanted to be.”

The success of Unicorn Auctions showcases not only the rising trend in collecting rare spirits but also the evolving landscape of consumer preferences, as they cater to a diverse clientele looking for unique and meaningful experiences in the world of fine spirits.