It took all of 27 minutes for 330 bottles of the highly sought-after Crown Royal Northern Harvest Rye whisky to sell out.
The Crown Royal 'masterpiece' has been sold out in B.C. liquor stores for some time now.
But the world's top whisky resurfaced for the grand opening of the Burnaby B.C. Liquor Store event on Friday morning.
Anticipating the demand, there was a limit of two bottles per person.
But when the store manager saw how long the lineup was, he handed out 150 tickets to those eagerly waiting in line to guarantee they would get their hands on the bottle.
Others weren't so lucky.
Travis Kuntz arrived at 9:30 a.m. PT eager to get his hands on a bottle.
"When I pulled up, the lineup went out the door, around the ramp," he said. "I waited in line pretty much on the street."
Half an hour later, an employee came up to Kuntz and told him they were all sold out.