Heaven Hill, the largest independent distiller in the US, said it will ship 280% more Hpnotiq than expected and start distributing nationwide in the near future after the buzz at hip bars like New York's Metronome, placement in music videos and popularity at celebrity parties spurred demand.

"We knew there was a strong consumer groundswell for Hpnotiq, but it has exceeded even our expectations," Heaven Hill president Max Shapira said.

"We believe, based upon current sales trends, that Hpnotiq can easily become a million case brand in the not-too-distant future."