In the world of fine spirits, where a single bottle can tell a story spanning decades, one company is turning passion into purpose. Unicorn, America's biggest online platform for auctioning spirits, has been making waves by channeling the excitement of bidding on ultra-rare whiskeys into serious cash for charities. Since September, they've pulled in close to $900,000 for various good causes, proving that collecting top-shelf liquor isn't just a hobby—it's a way to give back in a big way.
Image credit: Unicorn
Take their latest efforts, for example. They just wrapped up an auction that hauled in $450,000 for the Chicago Blackhawks Foundation, shattering previous records for that group. Not far behind was another event, the Bourbon Bonanza this year, which brought in $300,000 to support a handful of charitable organizations. Again, that sum set a new high mark for those involved. What makes these numbers even more impressive is how they came about: almost every dollar stemmed from folks bidding on exceptional whiskeys and other premium spirits that collectors dream about.
Image credit: Unicorn
At the heart of one standout auction was an experience that any whiskey enthusiast would kill for. Bidders shelled out a whopping $177,800 for six people to sit down with some heavy hitters in the hockey and bourbon worlds. Picture this: joining Danny Wirtz, the chairman of the Chicago Blackhawks, along with Julian Van Winkle, the legendary name behind some of the most sought-after bourbons out there, and a group of notable former Blackhawks players. The highlight? Tasting rarities like the Very Very Old Fitzgerald Blackhawk 18-Year at 121 proof, bottles from before Prohibition that have survived the test of time, and classic expressions from the Van Winkle lineup. It's the kind of once-in-a-lifetime gathering that blends sports legacy with the rich heritage of American distilling, all while raising funds that directly help communities.
Unicorn's setup is what really powers these results. As the top dog in online spirits auctions across the U.S., they've built a system that's tough to beat. Their platform handles everything from listing items to managing bids smoothly, drawing in serious collectors from coast to coast. And it's not just digital— they've got a massive 70,000-square-foot vault right in Chicago, packed with high-value spirits that are carefully stored and ready for the block or long-term storage. This combo of tech savvy and real-world security means they can offer up gems that fetch top dollar, turning what could be dusty bottles into life-changing donations.
Think about the impact here. That $450,000 for the Blackhawks Foundation? It goes toward programs that support youth hockey, community outreach, and health initiatives in the Windy City—giving every young person across Chicago the opportunity to enjoy and learn the sport. The Bourbon Bonanza's record-setting charity auction benefits multiple groups, each tackling real issues like housing. Unicorn isn't just selling booze; they're creating auctions that connect bidders' love for rare finds with causes that make a tangible difference. In a time when everyone's looking for ways to contribute without leaving the house, this model hits home.
For those who follow the spirits scene, Unicorn's rise shows how the market for collectible whiskeys has exploded. Rare bottles aren't just investments anymore—they're tickets to exclusive events and a way to align your interests with philanthropy. Imagine scrolling through their site, spotting a pre-Prohibition gem or a limited Van Winkle release, and knowing your bid could fund scholarships or medical aid. It's a smart play that keeps the platform buzzing with activity, drawing repeat visitors who appreciate the thrill of the hunt mixed with the satisfaction of doing good.
The Chicago roots run deep for Unicorn, co-founded by Chicago local, and early Uber alum, Phil Mikhaylov. With ties to the local sports and collections scene, Unicorn feels linked to a city known for its grit and love of sports. Danny Wirtz's involvement brings that hockey heritage front and center, appealing to fans who remember the glory days and want to support the next generation. Julian Van Winkle’s presence elevates it further; his family's bourbons are legends, often fetching prices that make headlines on their own. Pairing them in a once-in-a-lifetime tasting event? That's genius, creating buzz that drives bids sky-high.
These record-setting auctions aren't flukes. Since kicking off this charity push in September, Unicorn has consistently delivered, with each event building on the last. The $900,000 total so far is a testament to their strategy: curate top-tier spirits, partner with respected names, and let the platform do the heavy lifting. Bidders get access to items they might never find elsewhere, charities get unprecedented support, and everyone walks away feeling like they've been part of something bigger.
Image credit: Unicorn
As the online auction space for spirits continues to grow, Unicorn stands out by focusing on more than just sales. Their Chicago-based vault isn't just storage—it's a fortress for history in liquid form, housing bottles that carry stories of American craftsmanship. From the smooth burn of an 18-year-old Fitzgerald to the complex notes of vintage Van Winkles, these are the kinds of treasures that make collectors' hearts race. And when those bids translate to real help for people in need, it turns a personal passion into a public good.
For anyone dipping into the world of rare whiskeys, Unicorn's approach offers a blueprint. With an easy-to-use app and website, casual drinkers and collectors can meet in one place. Unicorn has upcoming charity auctions with more epic experiences, rare finds, and massive community impact. In the end, it's about more than the spirits—it's about the spirit of giving, one auction at a time.
