The largest spirits auction house in the United States has pulled back the curtain on the secondary market.
Unicorn Auctions has released its 2025 Market Report, offering a data-driven look at consumer trends and buying habits across the spirits landscape. The report analyzes activity from more than 9 million bids, 500,000-plus lots sold, and over $175 million in lifetime platform sales, making it one of the most comprehensive snapshots of the U.S. secondary spirits market to date.
For bourbon enthusiasts, collectors, and industry watchers, the data provides a rare look at how real buyers — not just headline-grabbing collectors — are shaping demand and pricing in today’s market.
Beyond Trophy Bottles
Unlike traditional auction houses that tend to spotlight only top-tier, ultra-rare bottles, Unicorn’s platform operates across all price points. In fact, the majority of bottles sold on the platform transact for under $250, a detail that fundamentally changes how the data should be read.
That wide pricing spectrum captures the behavior of everyday enthusiasts, weekend collectors, and serious investors alike. Instead of relying on a handful of six-figure sales to define market health, Unicorn’s dataset reflects what’s actually moving week to week — and what buyers are willing to pay.
This approach delivers a real-time view into:
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Market sentiment
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Price sensitivity
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Shifts in demand
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Consumer confidence across categories
For bourbon fans navigating an increasingly complex secondary market, that transparency is invaluable.
What the Data Really Tells Us
The scale of Unicorn’s marketplace allows for a deeper understanding of how buyers behave when real money is on the line. With millions of bids across hundreds of thousands of bottles, the 2025 report shows that liquidity in the secondary market isn’t limited to elite releases, it’s driven by volume, accessibility, and perceived value.
The fact that most bottles sell below $250 suggests that demand remains strongest where rarity meets attainability. While unicorn bottles still command premium prices, the backbone of the market is formed by consistent trading at moderate levels.
This kind of activity signals a market that’s not just surviving on hype, but one supported by sustained consumer participation.
Why It Matters for Bourbon Drinkers and Collectors
For anyone tracking bourbon beyond the retail shelf, the implications are clear:
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Secondary pricing is increasingly shaped by broad participation, not just top-end collectors
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Buyer behavior shows sensitivity to value, not just brand prestige
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Demand signals are more nuanced than ever, especially as new buyers enter the space
Whether you’re monitoring prices, considering a purchase, or simply trying to understand where the bourbon market is headed, Unicorn’s data offers insight that traditional auction reports can’t.
Bourbon
A look at the bourbon category shows that the Buffalo Trace Distillery is responsible for the
top-selling brands, with Van Winkle, BTAC, Weller, and E.H. Taylor crowding into the top five.
Willett made an appearance at number two, something that should come as no surprise given the
continuing popularity of its highly collectible single barrels, some of which contain whiskey
sourced from Heaven Hill’s Bardstown distillery before it burned down in 1996.
Top-Selling Brands Most Bid-On Labels
A Rare Look at the Full Market
Because Unicorn sells bottles at all levels — not just museum pieces — its 2025 Market Report stands out as one of the few resources that captures the full spectrum of buyer behavior. From everyday enthusiasts hunting a solid pour to collectors chasing long-term value, the data reflects how the spirits market actually operates today.
For bourbon lovers, it’s a reminder that the real story of the secondary market isn’t just written by record-breaking bottles — it’s written by the thousands of bids placed every week.
Read the full Unicorn 2025 Market Report here.
