I believe as the name implies that these were inserted in beer cases, that's not how I got them, but nonetheless, this was not a true retail product. Obviously this has a pretty good tie in to my love of Stanley Cup sets, I originally bought in a few lots trying to get towards the set, and also looking for spares of the Oilers and Sens for those PC's and the Red Wings for my Father in Law. My thought was also that these would make great accents/additions for framed pieces with a player photo showing what years they won the cup. I of course never did any of that, and eventually just bought a full set rather than going through the effort of filling in gaps from lot purchases - a tactic I should really use more often.