First things first: choke off supply; take a page out of the OPEC member country’s playbook. The $1,000 Derby juleps will be served in a collection of 99 sterling silver cups this weekend plated in 24-karat gold. A select few of that bunch will feature diamonds encrusted and signatures by Triple Crown-winning jockeys Ron Turcotte, Jean Cruguet and Steve Cauthen. This is a premium pricing model wrapped into a scarcity model.