Pour a little beer on that wildfire

Last year I wrote a post on an event/product/brand catching on like a wildfire (you can read that post here) and recently I have noticed such an event in the Canadian marketplace. Now maybe i've only taken notice because I enjoy beer, but hey it's not a crime were not in the prohibition era so stop giving me the stink eye. Anyways, it's for the Bud Light Lime product that was introduced to the canadian marketplace a month or so ago. It has literally been a wildfire for Labatt since then (Labatt markets and sells the product in Canada). I'm not sure how well they have handled/fanned the wildfire though.

First off, the product got plenty of press before its entry because a Facebook group had been created to encourage the beer be brought to Canada, so they already had a passionate following. According to Labbatt's, they usually only release one new product per season and had already introduced Alexander Keith's White Ale to the masses. Then they did the right thing and took notice of what these hardcore customers wanted and brought Bud-Light Lime in at the same time which went against company SOP. Smart decision. Listen to your customers.

The launch has been a success i'd say (to say the least), but it may turn bad for them soon if they can't bump up production on the hugely poplar drink. Here is an image for the BC Liquor Stores website which shows real time inventory of the product.

If you can't see the inventory numbers it shows exactly 3 cases of the product in all of British Columbia. So there are goods and bads of this obviously. Good, the product is basically sold out which means it has been received very well by the masses. Bad, the product is sold out which means your customers who would be loyal to the product can't get it anywhere.

Now maybe this will be effective in helping build up another buzz around the product and generating more excitement for when they actually get some shipments in, but I think their customers would rather whet their whistle than twiddle their thumbs. To me it shows a lack of wildfire protection planning.