In the world of fine spirits, some bottles carry more than just whiskey—they hold a slice of history, family legacy, and the kind of rarity that drives collectors wild. Take the story of a special bourbon tied to Chicago's hockey scene and a family empire. Last month, one of these gems went under the hammer for $71,375 at a Chicago auction house, proving that certain liquors aren't just for sipping; they're smart investments that keep climbing in value.
This isn't some everyday bottle. It's the Very Very Old Fitzgerald 18 Year bourbon, distilled back in the 1950s at the Stitzel-Weller distillery. Made exclusively for the Wirtz family—who've owned the Chicago Blackhawks since 1954—it was basically a private stash for close friends and kin. Think of it as an early craft bourbon, bottled at a potent 121 proof, and kept under wraps for decades. Only a handful are thought to still exist today, which explains why they're fetching top dollar.
The latest sale happened through Unicorn Auctions, a Ravenswood outfit that's quickly become a go-to spot for spirit enthusiasts. But this wasn't even the biggest haul for these Blackhawk-labeled bottles. Back in October, one pulled in $106,500, and another in May 2024 hit $100,125—prices that factor in taxes and the buyer's premium. The folks involved in December's deal kept quiet, preferring to stay out of the spotlight for privacy reasons.
Unicorn Auctions is the brainchild of Phil Mikhaylov and Cody Modeer, who kicked things off in 2020. In just a few years, they've racked up over $200 million in sales and moved more than 500,000 bottles. Mikhaylov puts their growth down to old-school word of mouth and referrals, building a customer base that's topped 100,000 without much advertising. "We’ve grown to well over 100,000 customers now, almost entirely organically," he said. "It’s largely driven by word of mouth and referrals."
What's interesting is how Unicorn bucks the trend in a time when more people are cutting back on booze post-pandemic. Their business is thriving, selling 4,000 to 6,000 bottles a week through an online app and pulling in over $1 million in revenue weekly. They run on a consignment model, meaning they don't own, distribute, or retail the stuff themselves—that setup lets them ship legally across the U.S. as a digital marketplace. It's probably the biggest operation like it in the country.
Headquartered in a 25,000-square-foot space with about 80 staffers on board, Unicorn handles everything from software engineering to logistics. They've got pros mapping out delivery routes and even stocking their massive 70,000-square-foot vault in Chicago, where temperature and humidity are dialed in to protect over $100 million in inventory. A third of buys get picked up locally, another third shipped nationwide, and the rest stored in that vault.
Mikhaylov is proud of their in-house tech. "We built all our own stuff," he said. He gets a kick out of real-time heat maps showing bids rolling in from across the map during auctions. "I love looking at this," he added. "This is freaking epic. We’re able to see live where bids are coming from, what they’re bidding on. This is something that the industry doesn’t have. Brands have no visibility into who the end consumer is or where they are."
The auction process is straightforward: They start on Sundays and run for a week. Unicorn takes care of intake, bar coding, pro photos, and descriptions written by spirit pros. Sellers get paid a week after close, with Unicorn snagging a 5% commission plus a $5 fee per bottle listed.
Beyond the bourbon sales, Unicorn dipped into something special for the Blackhawks' 100-year bash. In October, they auctioned off a tasting experience at a United Center speakeasy that went for a whopping $222,250. The winner gets to sample the 18-year Blackhawk bourbon, plus pre-Prohibition pours and other Van Winkle rarities, hosted by Julian Van Winkle III from Old Rip Van Winkle Distillery and Blackhawks chairman Danny Wirtz. That sale was part of a bigger lot with signed jerseys and memorabilia, raising over $425,000 for the Chicago Blackhawks Foundation.
Danny Wirtz summed it up nicely: "This bottle is more than a rare whiskey. It’s a piece of our family and team’s shared history, both in the world of hockey and spirits industry."
The Wirtz family's roots in liquor go way back, building their fortune alongside the hockey team. Arthur Wirtz started Wirtz Beverage Group in 1945, which later merged into Breakthru Beverage Group in 2016. Today, that's a giant with over $8.5 billion in annual sales, one of the top wholesale alcohol distributors globally.
Julian Van Winkle, who was just 20 when these bottles were made, recalls a Chicago sales trip with his dad, Pappy, meeting Bill Wirtz and catching his first NHL game at the old Chicago Stadium. "This will be exciting for me to taste some 1969 history from that bottle," he said in an email. "I believe this bottle to be one of the most special bottles of Kentucky bourbon on the planet."
Unicorn's track record includes some jaw-dropping deals. They sold a Yamazaki 55-year single malt Japanese whisky for $250,000—the oldest from that Suntory label. Then there was a 6-liter Buffalo Trace Old Fashioned Copper 1982 Bourbon that fetched $153,000; it's the priciest bourbon on their platform, and get this—U.S. rules cap bottle sizes at 1.8 liters, so Buffalo Trace released it overseas only. Another big one was a Van Winkle 18 Year Special Reserve Bourbon from Binny's Private Barrel Selection, going for $107,000. Distilled in 1985 and picked by Binny's Beverage Depot in 2003, it's a collector's dream.
Bourbon dominates their sales at about 65%, drawing around 100,000 bids weekly. Mikhaylov nailed it: "Bourbon is having a moment right now." Experts like Brian Rosen from InvestBev Capital agree, pointing to the aging, rarity, and craft appeal. With $500 million in assets mostly in barreled whiskey, Rosen sees these trades as a boost for the category. "The market and these trades are good for bourbon," he said. "Bourbon is a rare asset that increases in value as time passes."
But Unicorn's not all about bourbon. Tequila's their hottest growing segment, especially clean, nonadditive stuff from small producers. Vintage spirits are picking up steam too. And while headlines focus on high-rollers, most of their deals—over 100,000—are under $100. They shifted away from elite-only auctions a while back. "We used to have these curated auctions with ultra expensive bottles," Mikhaylov explained. "But what I realized is that’s the antithesis of what we wanted to be."
Surprisingly, about 70% of buyers this year are younger folks—Gen Z and millennials—who've been drinking less overall. But Unicorn appeals across the board, from seasoned collectors chasing history to everyday guys building a modest bar. It's a reminder that in uncertain times, tangible assets like these bottles offer a mix of enjoyment, nostalgia, and potential payoff.
These Blackhawk bourbon sales aren't just transactions; they're a nod to enduring American traditions in sports, business, and craftsmanship. As more guys discover the thrill of hunting down these rarities, outfits like Unicorn are making it easier to turn a passion into something that appreciates over time. Whether you're eyeing a piece of hockey lore or just a solid investment, the spirit world keeps delivering surprises.
