Beverage journalists are used to receiving bottles in the mail, but until now those bottles have always been full. In a fun PR trick this June, Jim Beam brands sent writers a box with a neatly packed bottle of Knob Creek bourbon- empty- to show that this year's supply that was put in barrels in 2000 has been depleted.
The enclosed press release, entitled "Thanks for Nothing" included a thank you note for helping to make the brand successful, and letting us know that full bottles will again hit store shelves in November of this year.
As this is the only press kit that's actually made me laugh, I thought this was worth a post. Now where do I go to get this bottle filled?