I worked on this project many years ago with Paul Gosselin at Doe Anderson. The distillery produced 5,000 cases without a drop of the famous distillery's heralded amber spirit. Marketed 100% through PR driven messaging and earned editorial coverage, in the days before viral social media, the bottles sold out at about $45 each in less than one hour and raised $150,000 for a local charitable foundation.
The fact that we had a client that allowed us to sell an empty bottle and that people stood in line to buy that empty bottle still amazes me. And the $150k it raised for charity was icing on the cake.
A link to the article can be found here