Item Value - Desirability

Desirability:

Desirability is the other side of the supply and demand quotient. This is also the point where subjectivity comes into play. Remember OJ Simpson’s low speed chase? Demand for white Ford Broncos increased dramatically in its aftermath. The list of things affecting desirability is almost endless but includes:

Eye Appeal: Graphic images, lights, flashy colors, mechanical action always are preferred over the boring and inert.

Romance: Images that conjure up a feeling of nostalgia have great collector appeal.

Infamy: Breweries with mob connections or ad campaigns that sparked lawsuits are always in demand.

Age: Older items have a greater perceived value, even though they may not always be as rare.

Fashion: Collectors follow the herd just as much as everybody else. If an item, brewery or region is popular to collect, word will spread and more people will begin to collect it.

Sexiness: Scantily clad girls and well-muscled young men have been used for centuries to sell products. It is no different in the breweriana market.

Familial Connection: The great-great grandson of Conrad Muller will always desire a piece of breweriana from his ancestor’s brewery in Telluride more than the average breweriana collector. Whether he can pay more is another story…