I stood in line for almost an hour with a few hundred other people at a microbrewery here in Milwaukee. They were releasing a limited run Imperial IBA called "Black Friday". I couldn't believe how massive of a turnout they got and they sold out of it in an hour.
It was snow flurrying, windy as hell, but the beer is fantastic and well worth the bit of suffering in the cold to get it. Looking forward to doing it again next year.