I haven't heard of the anchoring effect before, but it makes total sense.
I'm pretty sure that the main purpose of having this bottle is not to actually sell it, because my (and from previous comments I assume many other people's) first reaction to seeing the price was to take my phone and check how much it is to buy it online.
Since it is at least 7k Euro cheaper online, I wonder if anyone would be willing to pay the 47k Euro for the bottle.