The Bourbon Allocation Game: What You Need to Know
By All Star Liquor Team · 6 min read
Why are some of the best bourbons nearly impossible to find on shelves? We break down how allocated whiskey distribution actually works — and how to get your hands on a bottle.
What Is Allocated Bourbon?
Allocated bourbon refers to highly sought-after whiskey releases that a distillery produces in limited quantities — far fewer bottles than the market demands. Think Blanton's Single Barrel, Pappy Van Winkle, Buffalo Trace Antique Collection, and W.L. Weller 12 Year. These bottles are rationed (or "allocated") by the distillery to distributors, who then allocate them to retailers like All Star Liquor. The result? The moment a bottle hits a shelf, it's gone.
Why Is It So Hard to Find?
The bourbon boom that began in the early 2010s created a demand spike that distillers simply couldn't anticipate — or respond to quickly. Bourbon must age in new charred oak barrels for years before it can be bottled. Buffalo Trace, for example, planned their 2024 production in 2010 or earlier. When demand quadrupled in the intervening years, there was nothing they could do to instantly increase supply. Add social media hype, collector culture, and secondary market resellers, and you have a perfect storm of scarcity.
How the Distribution Chain Works
Distilleries ship allocated bottles to state distributors in Texas based on a formula that often rewards loyalty, volume history, and relationship quality. Distributors then pass bottles to retailers — again, usually based on similar criteria. All Star Liquor has cultivated direct relationships with every major distributor in Texas over years of business, which is why our shelves see allocations that many stores never receive. It's not luck. It's relationship capital built over thousands of transactions.
How to Maximize Your Chances
The single best thing you can do is become a regular customer at a store you trust. Retailers who know your preferences are far more likely to call you when something special comes in. Join our in-store rewards program — members get first notification on allocated releases. Follow our social channels, where we announce bottle drops in real time. And never underestimate the power of simply asking: our staff keeps wish lists and will do their best to match you with the bottle you've been searching for.
The Secondary Market: A Word of Caution
You'll see allocated bourbons on secondary market platforms for two, five, even ten times their retail price. While the temptation is real, buying on the secondary market carries risks: bottles may be counterfeit, improperly stored, or simply not worth the premium. Our philosophy is simple — patience and relationships beat any resale markup. Visit us, get on the list, and let us do the work of finding your bottle at a fair price.
All Star Liquor
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