1/Wild Turkey 101 is $78 this week, about 22% under the going rate for its features, which comes to $100. Price its strength, age, name and style the way the rest of the range at Dan Murphy's is priced, and that is where the going rate lands.
2/What makes up that $100? The biggest parts are strength at 52% and age at 36%, with sherry and dried fruit a small 7%. So most of the $100 sits in proof and years in the barrel, priced the way they are across the rest of the range.
3/What the going rate can't see is rye and herbal spice, which is where Wild Turkey 101 is strongest. None of the features that set the price carry a cost for it: the clove, nutmeg and allspice running through the middle sit outside the $100 entirely.
4/More is not always better. 1792 Small Batch is $84 this week and gives a Wild Turkey 101 drinker about 96% of what the 101 does. Its toasted nuts and toffee are a yes for anyone after them; otherwise the 101, at $2.80 a standard drink against $6.28 at the pub, wins.
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