I believe that Doom release date is tomorrow (4-22). I've seen where brewers release their product early and then embargo it to a set date. I wonder how good retailers are at following along with the game plan.
I'm going to ask my guy on Tuesday.
Retailers are terrible at following directions because there are no repercussions for doing so. The Makers Mark Keeneland bottles that are released each year are a great example. We were told not to release until Friday April 12th. Nearly every store in my area was selling them as soon as they received them.
Doom should be making its way into distribution this week.