How to Make Your Product Release a Big Deal

March 16, 2012 12:00 AM

" Sure as the sun's rise follows the moon's, every year, Munster, Indiana-based microbrewery Three Floyds draws folks from all over -- and especially from Chicago -- to sample its once-a-year brew, Dark Lord. The day it's available is a Bacchanalian, but fully responsible, holiday, appropriately dubbed Dark Lord Day. (And, yup, you can only buy this Russian Imperial Stout there at DLD.) This year it takes place on April 28, and tickets will most assuredly sell out shortly after being made available. Attendees, of course, must be 21 years of age or older, and there are plenty of rules governing the event. But no matter how you slice it, or how many restrictions the brewer adds, demand continues to grow exponentially year to year. To find out why, and also how other entrepreneurs can emulate this sort of rabid following for its products, i gave Three Floyds' Sales Manager Lincoln Anderson a call "

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