Coles Online crashed after a technical mistake put alcohol on sale at nearly 80 percent off. A Reddit user posted about the discount and shoppers rushed to buy cases of drinks. The discount was roughly 80 percent off the regular price. The site collapsed as traffic surged. The incident took place before the company released its earnings report. It followed a weekly market value decline of A$965 million. The Guardian detailed the disruption and 7NEWS reported on the customer rush. TechStock² highlighted the issue just before the financial report.