In 2018, Downtown Liquors, a three-month old liquor store in the heart of Washington DC, gave away 200 bottles of wine for a penny each to women customers in honor of International Women’s Day. The following year, owner Jaspreet Singh Tandon, an immigrant from Punjab, India who had lived in the United States for a decade, told his 19-year-old daughter that he had upped the ante with a pledge to give away 1,000 wine bottles in celebration of her acquisition of U.S. immigration papers. Tandon earned media attention in the Washington Post after generating significant social media buzz for his “gesture of love” for leading women in his life, including his wife and mother. This case focuses on the marketing, branding, and customer service strategies of Downtown Liquors. Students assume the role of chief marketing officer and critically examine how the promotional campaign contributed to business growth and guiding strategy for the next year.