van winkle maker are betting big, build agency new warehouse every four months and filling it with wivgy at a cost of $25 million a pop >> it's literally a giant guessing game. but it's fine. i mean, we can -- if things start to slow down, we can actually decelerate the investment program, bu right now, we're set to invest $1 billion in the next 10 years. >> reporter: i had a chance to try their pappy van winkle bourbon, aged for the majority of my lifetime now let's see if i can actually pick out the pappy sold at abou $315 per shot or up to $5,000 per bottle >> i want to go with this one, because it's the smoothest >> well done. >> with a barrel of pappy taking decades to age, the question for analysts, can companie produce enough bourbon to keep up with demand it's not just them getting a boost from bourbon, an investment of $45 million to modernize its facilities, installing new bottling technology to 100 bottles a minute, double capacity, and $15 million to build a distillery and visitors center to open next year consumers are not only drinking more bourbon but more expensive bourbo