 It was once a niche hobby for kind of booze geeks, and now it's become quite expensive and a pretty competitive endeavor. There are annual Pappy Van Winkle lotteries. There was a documentary written about the heist there of employees stealing product and then reselling it on secondary markets where, I mean, a $2,000 bottle of a 20-year Eagle Rare, it can leap to 14, 15 grand in a few years.