ELIXIRS OF EXCLUSIVITY

Why are limited release spirits the new toast of the alco-bev world?

- GAGAN SHARMA

You’ve just launched a fabulous spirit. The market is buzzing. Everyone is rushing to grab the bottle and post about it on the Gram and earn a spot of social currency. Your social media team is acing the content game. You’re the talk of the industry and the aficionados for a couple of months. Then, the very next brand that’s launched grabs your market’s attention. Brand loyalty stays, but the excitement diminishes. The onus is now on you to win back their attention and keep the excitement abuzz. And this is how life, read brand cycle, comes full circle…

With a virtual tsunami of spirits being launched, brands have to stay on their toes not only to retain their share of the pie, but to do so creatively. That’s where the play of ‘limited releases’ comes in, breathing renewed interest in the brand, while according an opportunity to spread their net a little wider. These limited releases thus become collectibles—they infuse the right dose of curiosity and dopamine to spark an entire conversation around the hows and whys. Why were they created; how to drink them, and most importantly, whether to enjoy them or hold them for their future rarity value as a noteworthy investible.

The raison d’être

What makes a limited release a trending proposition? How does a brand conceive a limited release? The idea is simple: keep the market excited, show your experimental prowess, and add to your share of the pie from other similar markets. International brands have already paved the way with endless examples—Hendricks Gin has an entire range of Bathtub bundles, and even Elon Musk had a go at it with his Tesla Tequila. But the inevitable question is whether it’s just a fad or a play for the long run?