Everyone has seen it play out: there's a bottle you cant get, really want to get, or you see someone else get it... and now you gotta have it. We saw it ourselves with the positive reception to the Pursuit United Double Oaked release, but what made it more hyped than our other offerings? In today's episode, we talk about what drives hype for certain brands and bottles, and explore the playbook for building and maintaining it. We hit on: In a world of Double Oaked products, what was it about Pursuit United Double Oaked that has so many talking about it? Hype in the whiskey industry being driven by factors such as scarcity, limited availability, and the desire for status. The innate human condition that has us wanting to fit in with the masses. Seeing hype play out involving a buzz through press releases, influencers, and social media. Balancing the needs of the mass market and whiskey enthusiasts being important for brand success. Is playing into the hype game really in the best interest of the consumer, or for the brand, or can it be both? and much more. Be sure to visit pursuitspirits.com and click on Visit Us to book a tasting or barrel selection experience. For questions or topic requests on upcoming episodes, email us at [email protected].