I don't think it's as underhanded or deliberately cunning as you're suggesting.
Rather, I think that the distillery genuinely sets out to produce a new and exciting whisky, and they make it the best they can.
Suddenly, the world takes notice and it becomes a hot little item.
The accountants and marketing teams behind the product then realise that they're on to a winner, and they go back to the distillery and tell them to make some more of it.
Unfortunately, the distillery already used its best
casks when they made the first release, and so they do the best they can to replicate it, but subsequent releases fail to live up to the quality of the first.
So no, I don't believe it's a nasty or dishonest ploy, it's just the reality of what the distillery has at its disposal when it comes time to bottle their whisky.
I mean eventually punters are going to catch on and start talking...
What do you think you and I are doing now?