I have never considered 22,000 cases to be “limited”, but I guess compared to 100,000 cases it is. They are obviously marketing to the buy and drink crowd vs. the buy and cellar crowd, but still.
Same with “Limited Edition” prints. All editions are necessarily limited because it is not possible to produce an infinite amount of the object in question.
With a limited edition print they could keep printing it year after year and end up essentially unlimited. I guess wine is limited per vintage once you use up the grapes, but the intent with this bottle is to make it sound special.