Clever Marketing but Where’s My Booze?
I love Knob Creek. I’m by no means an expert in whiskey but I know what I like and Knob Creek is easily my favorite bourbon. That’s not to say that I won’t drink other whiskeys - I will and here lately I’ve had to do a lot more of that.
It hadn’t really occurred to me until I read this article but Knob Creek has been missing from the shelves of my local liquor store for a few months now. I thought that I was just out of sync with the delivery schedule or something but it turns out that everyone is running out of Knob Creek.
There is an overall shortage of the lovely bourbon. Yeah, baby, we’re drinking ‘em dry!
But, rather than panic about their dwindling supply, the clever folks at Knob Creek decided to turn the problem into a branding opportunity. They launched an ad campaign with the tagline “thanks for nothing” that explains the shortage and asks fans for patience until the next batch can be released. The ads ran in a few of the biggest newspapers in the nation and will be appearing in beverage trade magazines through October.
While I’m pleased that the brand is doing well, I really just want to know where my damn bourbon is!
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Thank god I got a bit of a 375 left in my basement…gonna save it for when the moment is right…