$3000 drop! Guide to city's most expensive booze

Dan Murphy’s Gladstone customer experience manager Ryan Lobegeier is holding a $3000 bottle of Cognac.
Dan Murphy’s Gladstone customer experience manager Ryan Lobegeier is holding a $3000 bottle of Cognac.

FOR a city that offers a hefty pay packet for some, Gladstone's liquor outlets are serving up beverages to match.

From high-priced wines to exclusive hand-crafted spirits, the amount that some of these bottles are selling for is enough to make the head spin without taking a sip.

The crown of Gladstone most expensive beverage goes to one particular bottle of cognac stocked at Dan Murhpy's, which has a price tag of $3000.

The value of the Remy Martin Louis X111 Cognac has actually increased by $1000 since the Harvey Rd store opened in 2012.

Dan Murphy's merchandise manager, Campbell Stott, said stocking premium items was a way of keeping up with a trend of customers buying better quality.

"It acts as a drawcard and is our way of saying to customers that we are prepared to stock an ultra-premium range and source rare and exclusive products for that special occasion," he said.

Mr Stott said customers were increasingly prepared to pay extra in order to savour the unique, hand-crafted products.

Gecko Valley Winery owner, Tony McCray, agreed that there was a market for high quality wines in Gladstone, but perhaps not quite in the same league as the Chateau Margaux.

"I don't think there are too many people who would think it was good value to buy a $3000 bottle," he said.

"There is a market for ... bottles up to $50."

Much like going to a fancy restaurant, Mr McCray said people who bought expensive wine were paying for the experience rather than the cost of the product itself.

There's an awful lot of love that goes into it for the return they get.


"Wine, like all luxury products, is priced based on what the consumers will pay for it, rather than the cost of production," he said.

"For a cheap bottle of wine, it may cost $5 to make, it doesn't cost much more to produce the high-end wine."

He said the difference in price depended on the quality of grapes or whether oak barrels were used.

"For the $5 bottle, the grapes would cost 50c, but in the high-end it may cost $1.50."

But Mr McCray said the price difference didn't mean that people were being short changed.

"There's an awful lot of love that goes into it for the return they get," he said.

Remy Martin Louis XIII is Gladstone's top tipple

THE most expensive drop in Gladstone, the Remy Martin Louis XIII, is known as the King of Cognacs, according to Dan Murphy's merchandise manager Campbell Stott.

Each hand-crafted decanter contains a unique blend of the house of Remy Martin's rarest and oldest eaux-de-vie.

But what else makes this drink a cut above the rest?

Dan Murphy's Gladstone has a $3000 bottle of Cognac in stock.
Dan Murphy's Gladstone has a $3000 bottle of Cognac in stock. Brenda Strong

The answer could simply be in its name.

Cognac may sound fancy enough, but put rather plainly, the drink is just a type of brandy, which derives its special name from the region in France in which it is made.

The same can be said for champagne, which is a type of sparkling wine that comes from the Champagne region of France.

The owner of Gecko Valley Winery Tony McCray said expensive wines and beverages were, 'just like luxury cars, it's all about the marketing.'

Apart of that marketing is appealing to a trend of customers' moving away from mass produced product lines.

Mr Stott said Dan Murphy's was partnering with a growing number of boutique spirit producers to meet the demand for unique products.

One of those includes Mr Black, a cold drop coffee liqueur, started in 2013 by a 'couple of mates in a back shed' on the NSW central coast.

Topics:  alcohol dan murphys gladstone

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