One Inc 500 CEO explains how he would like to brew a novelty beer as his next start-up.
1996 Inc. 500 #168
Robert Willis, Alpine Computer Systems
The Concept: Limited-release, quality novelty beers with a production run of six to nine months--and no repeats.
The Rationale: "Starving" the distribution channel by killing off brands would create demand--similar to the setup of wine clubs, which sell on panic.
Reality Check: Deliberate shortages? Sounds manipulative and cynical. Should be a winner.