Allocation Day sounds a bit like Record Store Day when special editions get released. I'd not heard of it before. Maybe the US industry is in a similar state to the UK where there is a boom in 'craft' distilleries. I think gin has actually got bigger than whisky here with a massive selection on sale. There will be limits to how much people will drink and the prices they will pay.

The whole 'influencer' craze of people doing things just to get views is pretty new. I've heard of some going to cafes to take photos of the food, but not eating it. That is just wasteful. I don't seek out whisky content online apart from what I see on Hive. What matters to me is drinking the stuff. Of course online attention is also a limited market and very competitive. I see a lot of 'clickbait' headlines trying to tempt me, but generally I can resist.