A Bit of Advice
I've got a bit of advice for both retailers and customers today:
Customers: don't pay the crazy mark ups (I've seen $199.99 already) for the Elijah Craig Barrel Proof Bourbon now that it's been named the #1 whiskey of the year by the Whisky Advocate. It's a $60 Bourbon and there's plenty of it (plus all the subsequent batches are NOT the exact one that won the award).
Retailers: you need to advocate and push for a whiskey BEFORE it wins the #1 whiskey of the year, not after. The former is called a partnership, the latter is called opportunism.
Wanna see what I mean? Watch the new product feed today and you'll find out EXACTLY what I mean.