Pappy Van Winkle 23 Year Old Family Reserve Bourbon (along with pretty much all of their whiskeys) has become something of a mythic bottle of booze. Thanks to a combination of production shortages—apparently aging bourbon this long loses a lot to evaporation, or the angel's share—and a drastic increase in demand over the last several years has caused its resale price to skyrocket.
Despite that, Pappy Van Winkle has stated that they have no intention of raising the price of their whiskey to exploit that shortage. So far, they've stuck to it, but there's not much they can do once somebody gets their hands on a bottle through a retail lottery and decides to sell it on eBay. And unfortunately for skeptical prospective buyers, critics have agreed that it's not all hype—this stuff really is that good.