Beyond Hockey: The Wirtz Family, Bourbon‘s Boom, and the Rise of Rare Spirits Auctions
For decades, the Wirtz family has been synonymous with the Chicago Blackhawks. However, the story behind their wealth extends far beyond the ice rink. It’s a tale rooted in the liquor industry,a legacy that has positioned them at the heart of a booming market for rare and collectible spirits.
From Local Distribution to Global Powerhouse
The Wirtz family’s foray into the beverage world began in 1945 with arthur Wirtz establishing Wirtz Beverage Group. This Chicago-based company grew to become a major force in alcohol distribution. In 2016, a pivotal merger with Charmer Sunbelt Group created Breakthru Beverage Group.
Today, Breakthru stands as one of the world’s largest wholesale alcohol distributors, boasting over $8.5 billion in annual sales. This foundation has undeniably fueled the family’s success and, interestingly, connects them to a remarkable piece of bourbon history.
A 1969 Time Capsule: Van Winkle and the Wirtz Connection
Recently, a bottle of Van Winkle bourbon distilled in 1969 surfaced, carrying a unique link to the Wirtz family. At the time of bottling, Julian Van Winkle III was just 20 years old. He recalls a sales trip to Chicago with his father, “Pappy,” and a meeting with Bill Wirtz, then chairman of Wirtz Beverage Group.
It was also young Van Winkle’s first NHL game, experienced at the iconic Chicago Stadium. Now, decades later, he describes the bottle as “one of the most special bottles of Kentucky bourbon on the planet.”
The Auction Market Heats Up
This rare Van Winkle bottle is being offered thru Unicorn, an auction house specializing in collectible spirits. They’ve seen explosive growth, fueled by the increasing demand for rare whiskies and bourbons. Here are some recent highlights:
* Yamazaki 55-year Single Malt: $250,000 – The oldest release from this renowned Japanese whisky maker.
* Buffalo trace Old Fashioned Copper 1982 Bourbon: $153,000 – The most expensive bourbon sold on the platform, a 6-liter bottle launched internationally to circumvent U.S. packaging regulations.
* Van Winkle 18 Year Special Reserve ‘Binny’s’ Private Barrel Selection: $107,000 – Distilled in 1985 and selected by a local Chicago retailer,Binny’s Beverage Depot,in 2003.
Bourbon currently dominates Unicorn’s sales, accounting for roughly 65% of all transactions and generating around 100,000 bids each week.
Why Bourbon is Booming
“Bourbon is having a moment right now,” says Unicorn’s founder, Mikhaylov. Experts attribute this surge in value to several factors:
* Aging Process: Whiskey and bourbon improve with age, making older bottles increasingly rare and desirable.
* Rarity: Limited releases and unique barrel selections drive up demand.
* Specialization: Private barrel selections, like the Binny’s Van Winkle 18, offer unique flavor profiles and collector appeal.
Brian rosen, managing partner of InvestBev Capital, emphasizes that bourbon is a “rare asset that increases in value as time passes.” His firm manages $500 million in assets tied to barreled whiskey distillates, demonstrating the growing investment interest in the category.
Beyond Bourbon: Tequila and a New Generation of Collectors
While bourbon reigns supreme, other spirits are gaining traction. Unicorn reports that tequila, particularly additive-free and small-batch varieties, is its fastest-growing category.Vintage spirits are also experiencing a resurgence in popularity.
Perhaps surprisingly, the auction house is attracting a younger demographic. Roughly 70% of Unicorn’s customers this year are Gen Z and millennials – generations previously associated with declining alcohol consumption. This suggests a shift in how younger consumers engage with spirits, valuing experiences, rarity, and investment potential.
democratizing Access to rare Spirits
Initially focused on ultra-high-end auctions, unicorn has strategically shifted its focus. They now prioritize accessibility, with the vast
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