Via the Washington Post:

Last month… San Diego’s Stone Brewing Co., whose rare Vertical Epic beers are sometimes listed on eBay for more than $1,000 per bottle, began selling the first beer in its new Quingenti Millilitre series via a lottery system, and Stone has announced that people who try to resell it will be banned from future drawings. “We have involuntarily been a part of the eBay aftermarket for many years,” says Greg Koch, Stone’s co-founder and chief executive. “This is the first time we’ve come out, laid it on the table and said very point-blank, ‘Please, do not resell.’”…

Stone’s use of a lottery is intended to keep its beer accessible and relatively inexpensive. The brewery hopes to reward devotees rather than opportunists, and although it is selling the beer for $25 per bottle, that price reflects the cost of production instead of what the market will bear.

If resale can be controlled by ejection from future purchases, the lottery might work.  But if not, Stone is going to give money away to resellers and no devotees will get it for cheap. Luckily for me, Stone Levitation is in elastic supply.

 

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