Appellation Beer spotted some interesting tweets from The Wine and Cheese Place Twitter account this morning.
The Missouri-based retailer decided to put up a link online allowing beer drinkers thirsting for Canadian Breakfast Stout to place a reservation for the beer.
The tweets serve a minute-by-minute account of the meltdown.
Lots of people (including the manager of the Founders Brewing account) chimed in on Twitter this morning as it all went down. Some have been more supportive than others.
The store reported receiving angry emails and phone calls about the incident.