Today, thousands of Ardbeg fans were sitting in front of their computers with itchy fingers and increased saliva flow, eagerly awaiting the launch of the new Committee realease Ardbeg Rollercoaster. In the official announcment mailed out a week before the launch, Ardbeg had recommended them to order from their website as it would be quicker than by mail.
But already hours before the launch at 9 am GMT on the 15th of February, Ardbeg’s website was practically offline. If you were lucky enough to log onto your commitee account, trying to open the shop pages resulted in errors upon erros, and in case you finally made it, pages took several minutes to load. And then at 9 o’clock, the website almost fully broke down. After a looooong wait, the shop page sloooowly loaded, but without the rollercoaster. Was it already sold out?
Needless to say that many of those wanting to buy the Rollercoaster were very disappointed because they were not even able to place an order. And surley many of them wished that they had sent in their order by snail mail. Although the chance of success wouldn’t have been very big, at least the order would have made it to Ardbeg at all.
Ardbeg has been labelled as “Apple of the whisky industry”. From a quality standpoint this is certainly true, and they sure know how to hype a product as well. But the one thing that sets Apple apart fom Ardbeg is that they have the logistics to actually cope with the hype they create.
Even if Ardbeg manage to get the site up and running again, and with the Rollercoaster for sale that is, there will be a bitter aftertaste.
Please Stop This Hype!
In case anyone from Ardbeg is reading this:
Were you honestly surprised that there would be such a rush to your website after having recommended this to all committee members? When making such a ballyhoo about a new release, you should make sure that people actually have the chance to get it. Check and double-check. If you are not able to deliver, then please stop making such a fuzz about limited release launches and sell your whisky like everybody else does.
Are you asking yourselves just how your competitors manage it to sell their limited releases to the last bottle without such a kind of hype? But trust me, it will work.