Fortune

What Even Is Luxury?

Who would drop $6,000 for a dram of whisky? The answer is in The Book. Only a handful of people have ever seen its moss-green cover, inscribed with gold lettering. Hidden like a Horcrux on the tony resort of Sea Island, in Georgia, the volume simply referred to as “The Book” is taken out only when a guest orders a glass of Macallan 1950 at the resort’s sumptuous Georgian Rooms restaurant bar.

When a $6,000 order for this 74-year-old elixir from the Scottish Highlands is placed, an entire ritual is set in motion. A bespoke Lalique tumbler appears. The kitchen sends out a suite of hors d’oeuvres. A bat signal goes out to the resort’s beverage

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