Distribution & Sales Workshop

You’ve Got Whiskey—Now What? For small entrepreneurs, breaking into the marketplace has always been tough. From stiff competition and ever-changing pricing to global conglomerates and product oversaturation, the road to success can be daunting—especially for craft distillers.

And while we’re still in the golden age of whiskey and spirits, there’s no denying that the market is tightening. Tariffs, economic downturns, and slowing consumer consumption are creating new headwinds across the industry. But that’s exactly why now is the time to refine your strategy. Growth may be leveling off, but this period of market stabilization is the perfect moment to assess your footing, strengthen your brand, and focus on what matters most: your consumer and your key partnerships.

Are your sales dipping because the market is soft—or because you haven’t done enough to stay top-of-mind, entertain your audience, or support your distributors? As the bubble shrinks, your ability to engage your customers and strengthen relationships with your distribution partners is more important than ever.

Our two-day workshop is designed to equip you with the tools, insights, and strategies you need to bring your spirit to market and build your brand confidently. Whether you’re making whiskey, rum, brandy, or another type of spirit, this workshop will share the real-world lessons, creative tactics, and critical missteps that have occurred over the years in the industry.

In addition to gaining valuable insights into the key elements that influence success in today’s spirits industry. We'll take an in-depth look at:

• Overview of current market conditions, trends, and statistics
• Defining what success looks like for your brand
• Understanding B2B vs. B2C strategies
• Learning how to speak the language of distributors
• Navigating the three-tier system and B2B opportunities
• Building a compelling and effective brand narrative
• Introducing and leveraging the role of a Sales Ambassador
• Mastering sales methodologies and working the marketplace

Tuition includes all class materials; breakfast, lunch, and refreshments; and transportation between our contracted hotel and our campus.

**Early Bird Registration covers your stay at our contracted hotel from the night before Day 1 to the last day of class. The Early Bird deadline is 3 weeks before the first day of class.