2025 has already secured its place as one of the most pivotal years in recent bourbon history. With market shifts, new releases, and evolving consumer expectations, bourbon lovers were asked to rethink value — both in the bottle and in the glass. Here’s a look back at how 2025 unfolded and a sneak peek at what 2026 might bring.
2025 marked the fading of the frenzied secondary-market bubble, with the year starting at the bottom of an eleven percent slide in overall value according to the Bourboneur Secondary Market Index. Bottles that were once the crown jewels of bourbon collecting saw secondary market demand and pricing retreat.
But bourbon didn’t die — it evolved. Instead of chasing unicorns, many enthusiasts shifted toward “worth it” bottles: bourbons that balanced flavor, maturity, and value over hype. Collectors focused on bottles that delivered serious quality at a justifiable price rather than chasing scarcity alone.
Smaller and craft-style offerings gained traction, redefining the bourbon experience for many. Collectors and drinkers alike began to reevaluate their bourbon philosophy, moving from “I need more bottles” to “what bottles are truly worth owning?” The market stabilization encouraged a more thoughtful, quality-driven approach.
Despite market corrections, 2025 delivered plenty of excitement through innovative releases and special bottlings. Enthusiasts sought rare and limited editions, while tools for tracking value, availability, and collection worth became more essential than ever. Two key resources we stood up this year are key:
• The Bourboneur App — a central hub for tracking your collection, monitoring market trends, and accessing curated insights.
• The Bourboneur Secondary Market Index — a benchmark for assessing pricing trends and market shifts, helping collectors make smarter buying and selling decisions.
In short: 2025 was less about chasing unicorns and more about rediscovering what makes bourbon great — flavor, craft, and true value.
Based on 2025’s trajectory and industry signals, here are some trends and expectations likely to shape the bourbon world in 2026.
The pivot toward craftsmanship, barrel-specific selection, and flavor-driven releases is expected to continue. Small-batch, single-barrel, and craft distiller bourbons will likely gain in popularity as collectors and drinkers prioritize taste and uniqueness over rarity.
With the bourbon secondary market proving volatile, tracking tools and data-driven strategies will become even more essential. Enthusiasts will lean into informed buying, portfolio tracking, and intentional collecting.
High-profile, limited, or allocated releases will continue to drive excitement. Collectors should monitor new programs and releases carefully, as they can impact the value of existing bottles and influence buying strategies.
More flavor experimentation, alternative aging methods, and creative limited releases are expected. These innovations will offer drinkers new styles and variations beyond the traditional Kentucky-straight profile.
As bourbon becomes less about flashing high-value bottles and more about enjoying good pours and community, bourbon tourism, tastings, and local events are likely to rise in popularity. Enthusiasts will gravitate toward experiences over showpieces — discovering small distilleries, limited pours, and hidden gems.
If you’ve been collecting bourbon, 2026 could be a great year to refine your strategy:
• Focus on bottles that satisfy your palate and deliver real value.
• Use the Bourboneur App and Secondary Market Index to track availability, pricing, and collection worth.
• Keep an eye on small-batch and craft-style releases.
• Consider shifting some of the “collection value” into “experience value” — tastings, bottle-shares, or exploration rather than hoarding.
2025 taught us that bourbon isn’t just about rarity or hype — it’s about the joy of discovery, the quality of the pour, and the stories behind each bottle. 2026 promises to continue that journey, giving enthusiasts more ways to savor and celebrate this uniquely American spirit.
This Friday if you're a subscriber on the app, we'll be dropping this 130 proof 7-year 90/10 Kentucky rye. This is a bourbon drinkers rye, and certainly one of the darkest 7-year ryes we've ever seen that drinks well beyond its age statement. You'll be floored by this 1 in a 100 barrel, and we're offering it for only $105. Don't sleep on this one.
Nose: Vanilla, rose petal, Luxardo syrup. Orange peel and musty oak
Palate: Butterscotch, cocoa, coffee, black pepper and toasty oak. Light rye spice and a medium-oily mouthfeel.
Look for additional information on the particulars for Friday's release as the week progresses via email, Facebook, and through notifications in the app.
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Drop season is here—and with it comes chaos. Bottles hit shelves, secondary prices spike (or dip), and more than a few wallets get burned. To navigate the madness, you need more than hype. You need real data.
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