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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.