A local liquor store wanted to build foot traffic and excitement around the rare whiskeys they get in small supply every month. Customers experience great anxiety and frustration in trying to get these bottles, which are in great demand and short supply.

I helped the store rethink their approach to these "allocated" whiskeys, which I explained in a blog post. Then I began an ongoing series of newsletters announcing each "whiskey drop."

After every email goes out, customers start showing up, often within minutes, to buy bottles that are often well over $100/bottle.

Usually within an hour the store will have sold out more than a dozen bottles.

Customers routinely thank us and praise us for making these available to everyone, and for our pricing strategy.

Whiskey drop Friday happy hour, anyone?