The popular mid-Atlantic seasoning, Old Bay, nearly took over the internet Wednesday when it announced the release of a limited edition hot sauce.
Maryland-based spice purveyor McCormick & Co. said that the new product would be available in a 10-ounce bottle for $3.49, a three-pack of 10-ounce bottles for $12.99, a three-pack of 5-ounce bottles for $9.99 and even a family-size 64-ounce bottle for $11.29.
The company touts that it would be great for chilis, soups and stews, chicken wings, nachos, dips and even Bloody Marys or other cocktails. And the bottle even suggests the hot sauce for game day, brunch and happy hour.
Old Bay seasoning has been around for more than 75 years. The seasoning has historically been used on seafood dishes like crabs, shrimp, crabcakes and lobster. But these days, it’s used for much more than seafood including french fries, pizza, pretzels, in pasta and on chicken.
When the hot sauce became available for sale Wednesday morning shortly after 11 a.m., fans and foodies were so ecstatic to get their hands on the new hot sauce that the website crashed preventing many from submitting their orders.
“Cart was ready to go for over an hour (and) couldn’t even checkout," wrote Twitter user bballmypassion.
Within an hour of the release, the hot sauce had completely sold out.
But an hour later, they announced on Twitter that they would not be able to restock.
Kendra Ferguson, the senior manager of consumer communications with Old Bay, said they knew it would do well, but not nearly as well as it did in one day.
“We’re always engaging with our fans on social and we knew that this was something that they’d get excited about,” she said.
“But we were overwhelmed by the response.”
Ferguson said the brand has tried new things before such as a cocktail sauce.
But this is the first time the brand took a stab at hot sauce, and they wanted something that people could frequently use throughout the year.
“Old Bay (seasoning) is popular in the summer for crabbing season,” Ferguson said. “So it gives you more uses for the product at different times of the year.”
The limited-edition hot sauce will be available in many mid-Atlantic retailers in a month including Acme, Giant, Food Lion, Martin’s, Safeway, Wegmans and Weis.
But for many Northerners turned Southerners like myself, a Baltimore native turned Florida resident, we are out of luck for now.