The management, naturally, was furious. Cigar City owner Joey Redner told Creative Loafing Tampa that it made him “physically ill” to see what happened. http://cltampa.com/potlikker/archives/2014/03/10/joey-redner-on-hunahpus-day-i-just-dont-want-to-deal-with-it#.UyDIXPldWxv The brewery immediately offered full refunds for ticket holders and gave away free beer for the rest of the weekend. But the damage was done. Redner said Hunahpu Day is over, and it's not coming back. It's no longer worth the hassle to deal with, so the beer will simply go into store distribution rather than be released at a party/festival.

Looking at that specific case, it's impossible to not conclude that both the fraudsters and the brewery are to blame. It's not terribly difficult to avoid Saturday's situations by acknowledging the realities of this scenario as Three Floyds Brewing Co. has with its own Dark Lord Day in recent years. If you're going to have a big beer release in the future, you're going to have to do the following:

Require that the name of the person in attendance matches the name on the ticket.

Require ID verification

Require credit card verification