In the world of Consumer Packaged Goods, Knob Creek is going through what we call “allocation.” And allocation is usually a bad thing for a brand… a really bad thing. But the marketers at Knob Creek have taken the high road and used the shortage to reinforce their equity of “uncompromising quality.” It would have been easy for them to start using some product that hadn’t aged the “full 9 years”. But they did what is right in the long run for both their fans and for the brand. That type of commitment to a brand is admirable and should be a role model for all Brand Managers.
BTW – Special thanks to Jason Falls for helping me get a digital copy of the above ad.