‘‘Introduce per person limits on products. Limits per person not only create impressions of scarcity but ensure fairness so you don’t have two really happy customers and 50 annoyed ones. Better to limit the serves per person than have a minority get the lion’s share of it. Alternatively, you can create perception of fairness by doing release by lottery.’’

Norrelle Goldring on how to create demand for limited-release beers
When is a Rare Beer not a Rare Beer? When it’s Limited
National Liquor News
May 2015