Long lines. Secondary mark-ups of 5x MSRP. Fanatics and collectors and scalpers.
Craft beer culture, especially that which surrounds elusive cans of double dry hopped DIPAs, is growing to look a lot like streetwear culture. DoubleDryHyped is a nod to how DDH has become the Supreme stamp for hyped beer.
Only 35 of these bad boys are available for sale. (what did you expect?)