Only 30 bottles of the Antarctica Nail Ale are being produced by brewing company Nail Brewing. The first bottle was sold at an auction in Fremantle, Australia in order to benefit an anti-whaling group called Sea Shepherd.
Implications - Businesses that offer lavish and limited edition products will likely experience very favorable results. These qualities are portrayed by consumers as reflective of a particularly high status, making them highly appealing. Businesses that create these products can rely on high levels of demand amongst high and average-spending consumers in society today.