Jack Daniel’s Is Peddling A $500 Bottle of Frank Sinatra Whiskey

Just call him ‘Ol Booze Eyes. 

Whether Rat Packing it up with Dean and Sammy, partying with JFK, or hobnobbing with mobsters, Frank Sinatra famously loved his whiskey. Specifically, Jack Daniels. 

This week, the venerable Tennessee brand hopes to capitalize on what would have been Sinatra’s 100th birthday — which is actually December 12 — with the release of the gimmicky Jack Daniel’s Sinatra Century whiskey.

The limited-edition (only 100 barrels produced), 100-proof (seeing a trend here?) one-liter stunt bottle comes in a decorative gift box with a CD of Sinatra performing live at the Sands Casino in 1966, all for the ridiculous price of $499.99. 

Jack Daniel’s previously released a Sinatra Select that was already an exorbitant $165 per liter (By comparison, a bottle of Jack Daniel’s Single Barrel costs about $45, and that is some quality hooch).

Don’t get me wrong, the Sinatra Century is probably pretty decent stuff, and I’d certainly taste it if someone sent it to me for free (cough!) but paying $500 for a bottle of Jack seems insane. 

“Basically, I’m for anything that gets you through the night,” Sinatra once said. “Be it prayer, tranquilizers or a bottle of Jack Daniels.” 

Photos by John Dominis / The LIFE Picture Collection / Getty Images