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Knob Creek drinkers to go thirsty until November
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One of the risks of selling an aged spirit is that you must forecast demand years in advance to meet it with adequate supply. For Knob Creek, a nine-year aged bourbon, demand for the current year was forecast in early 2000. And now, with demand far exceeding its 2000 forecasts, Knob Creek has reached the bottom of the barrel, and will be shipping no more bourbon to retailers until the next batch matures in November.While the current Knob Creek shortage may be maddening to some frequent consumers, it’s refreshing that Knob Creek refuses to compromise on the nine year maturity of its product. In similar times, other spirits brands have chosen to release bottles with no age statement or at a lower proof in order to combat supply shortages, but Knob Creek is happy to keep consumers waiting. Said Bill Newlands, president of Beam Global Spirits & Wine, the controlling company of Knob Creek:
"We could bottle the next batch of Knob Creek a tad earlier than nine years to satisfy demand, but that just wouldn't be right. Much as we want to keep product available…we would never compromise on quality, or bottle at lower proof to fill a short-term gap."
Knob Creek is using the supply shortage to their advantage, noting that Knob Creek’s growth and popularity are the culprit for lack of inventory. To certain audiences, the company has mailed empty bottles accompanied by a letter that states, “Thanks for nothing,” which is Knob Creek’s way of saying “thanks for making our bourbon so popular that we can’t keep up with demand.” Consumers registered on the Knob Creek Web site have received t-shirts that state, “I survived the drought.”
Despite this supply shortage, it’s still possible for drinkers to find Knob Creek on store shelves. But pour sparingly because once those shelves empty, they likely won’t be restocked until November.
For more Beam Spirits news, read my review of Jim Beam’s Red Stag Black Cherry Bourbon.
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