Limited merch drops have become the norm for sneakers, vinyl, clothing, jewelry, and now allocated whiskies. With COVID accelerating the evolution of online shopping and social media influencing, more whiskey drinkers than ever are tuned into the world of limited edition bottles, to the detriment of everyday items. But can the whiskey industry adapt to a new reality of everyday consumers no longer wanting the core flagship items? What will happen when people stop buying the same brands more than once? Robin Robinson, author of The Complete Whiskey Course, joins the discussion on this episode.