If you get an article about your business in the L.A. Times it requires a certain level of hype. (Hype being both good and bad usually at the same time.) But that hype does eventually lead to a familiar path.
Three Chiefs is under the radar now but this ARTICLE will more than likely lead to more demand for an already under supplied product. This will more than likely lead to producing more at the same high price. Then, once the customer starts to get sticker shock which comes harder and faster when the bottles can actually be bought, the demand will fall.
Maybe not a lot but the price will be lowered to regain the sales traction or more will be produced at a lower price to gain a wider sales swath.
Nostradamus, I am not but I have seen this happen a few times already.