An auctioneer I once knew had a favorite line whenever bidding stalled: “Come on, come on! The more you pay for it, the more it’s worth!” His logic was inarguable, and I watched it work like magic. Paddles shot up. Wallets opened wide.
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Does his reasoning hold for bourbon? In a word, yes. A $200 bottle absolutely is worth more than a $30 one. But here’s one of the beautiful things about bourbon season: Exceptional bottles exist at virtually every price point, which means there’s a perfect pour for everyone on your list.
Thanks to federal regulations, any whiskey labeled “bourbon” must meet strict production standards. That means you’d be hard-pressed to find a truly undrinkable bourbon, even at budget-friendly prices, though of course some bottles run hotter and less refined than others. The sweet spot these days? I’d argue it’s the $30–$50 range, where you’ll find an embarrassment of riches from both storied legacy distilleries and ambitious craft newcomers. (A quick note on prices: We’ve listed suggested retail when available, but expect variations by state and store.)
Whether you’re shopping for your most discerning whiskey fan or introducing some folks to their first proper bourbon, this guide has you covered, from stocking stuffers to statement bottles.
The Wild Turkey legacy dates back to 1869 (although the name Wild Turkey appeared around 1942). For many it brings back memories of hunting trips and family Thanksgivings. The flagship Wild Turkey is bottled at 81 proof, but look for its more robust sibling, bottled at 101 proof and with a flavor that’s wonderfully persistent, even stubborn, in cocktails. This is a classic, with an aroma heavy on vanilla with a touch of orange peel and a finish of drying oak.
The original Old Grand-Dad doesn’t get much love, but the bottled-in-bond version tends to be a bartender’s secret favorite. Bonded means, among other things, that it’s bottled at 100 proof and aged for at least four years, which gives it authority in the glass. The sweetness and nuttiness lend it a praline sort of note, with the oak drying it out and underlining the caramel notes while contributing a slight spiciness.
Indiana-based Hard Truth is relatively new to the scene (founded in 2015 above a pizza shop) but has grown to impressive size, with its distillery now occupying 325 lovely acres. The brandcommands attention from whiskey writers and competition judges for its deeply smoky, oak-forward spirits, enlivened with notes of cherry and ripe apple. The bourbon brings to mind campfires and s’mores, with underlying caramel notes. Hard Truth is now found in stores in about twenty states, but available in forty through online vendor Reserve Bar.
Made in Iowa, this is a highly approachable bourbon with an aroma reminiscent of graham cracker and vanilla wafer leading to bright citrus-peel notes that provide refreshing contrast for drinkers seeking a middle ground—lighter than Texas whiskey’s earthy, bark-like intensity yet distinctive enough to stand apart from traditional Kentucky bourbon. Templeton Fortitude offers an appealing option for anyone interested in exploring beyond conventional bourbon profiles without committing to more assertive regional styles.
J. Rieger appeared on the scene in 2014 with an American whiskey blend that included a dose of actual sherry—not whiskey aged in sherry casks. This got people wondering: Who are these guys? We now know. It’s a team running a small distillery that punches above its weight class with this sophisticated bourbon, made from a mash bill of 56 percent corn, 30 percent rye, and 14 percent malted barley, then aged six years in Kansas City. Anticipate dusky notes of dark cherries and cedar, edged with touches of caramel and espresso.
The sherry cask finish offers a welcome variation on High Wire’s popular Jimmy Red bourbon, made with 100 percent corn (no wheat, barley, or rye as flavoring grains). The South Carolina distillery’s focus on heritage grains shines in this release, which nods to Charleston’s historic tradition of sherry and Madeira imports. Three-year-old Jimmy Red bourbon spends six additional months in used oloroso sherry casks, developing underlying sweetness with brown sugar and dried fruit notes—making it an ideal holiday pour.
Still Austin worked with noted blender Nancy Fraley to produce this bourbon designed to pair with a fine cigar. It’s aged for five years in Texas, where the climate assuredly does not coddle whiskey. The result is a brash, bold, and outsized flavor, with a wide streak of toasty oak running through the vegetal notes from the red, white, and blue corn, all grown under the Texan sun. It can be hard to find—your best bet is at the distillery. Can’t make it to Texas? Keep an eye out for other Still Austin releases, including the delightful Red Corn Bourbon ($85), which is bottled at 100 proof and goes deep with toasted corn and graham cracker notes.
Kentucky, meet France. This fall 2025 release features bourbon aged five years before idling nearly two more years in casks that formerly held Hine XO cognac. The marriage is definitely meant to be, with the nuanced vanilla notes of the American bourbon deepening with a measure of almond-inflected nuttiness and dried apricot from the French casks. The end result is a product with a deep structure, and the cask-strength bottling ensures that it will tango nicely with a large cube in a glass.
In three short decades of its current incarnation, Michter’s has emerged as a widely respected, much sought-after whiskey. (The distillery can trace its history back to 1753, with many owners in between.) The ten-year single barrel straight bourbon is limited in release and some years is harder to find than others, but when found (often at above the suggested retail price), it’s invariably worth the splurge. Bottled at 94.4 proof, it’s distinguished by its roller coaster complexity, with toasty marshmallow notes and a dried fruitiness that may bring to mind marmalade.
Barrell Craft Spirits has been blending whiskeys sourced from various distillers since 2013, developing a devoted following along the way. Its Gold Label Bourbon second release is available from online retailers and in select shops, and features an expert blend of Indiana, Kentucky, and Tennessee bourbons further aged in new toasted oak barrels. It opens with campfire marshmallow and toasted coconut, followed by a trip into a small forest: cedar, oak, pine, and tropical fruit. As one reviewer noted, it’s “got something for everybody.” Hard agree.
Wayne Curtis is the author of And a Bottle of Rum: A History of the New World in Ten Cocktails and has written frequently about cocktails, spirits, travel, and history for many publications, including the Atlantic, the New York Times, Imbibe, Punch, the Daily Beast, Sunset, the Wall Street Journal, and Garden & Gun. He lives on the Gulf Coast.
