The Art + Science of Distilling

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Route to Market: I've Got Whiskey... Now What? Workshop

COURSE OVERVIEW

You’ve got whiskey, now what? For small entrepreneurs in any industry, getting into the marketplace has always been a challenge. Stiff competition, dynamic pricing, global giants, and product saturation are only some of the hurdles set for the small craft distiller. The good news is that we’re in the golden age of whiskey and spirits: at no other time in America’s history has there been so much demand for so many products in so many corners of the world. Even better news is that this moment comes with a rich opportunity for entrepreneurs ready to face the challenges, channel their passions, and get to work in changing what the world is drinking.

Our two-day workshop will provide you with the knowledge and skill set you need to be successful introducing your spirit to the masses. Whether you’re making whiskey, rum, brandy, or another beverage alcohol, this panel of professionals will dig into some of the techniques, methodologies, mistakes, and secrets they’ve uncovered during their time in the industry: learn how to compete with the big guys, maximize a minimal budget, and successfully build your brand on your terms.

This course is taught by Robin Robinson, Founder & Principal at Robin Robinson, LLC; and Rick Long, Spirit Brand Manager, Winebow Inc.

Tuition includes all class materials; breakfast, lunch, and refreshments; an invite to First Round at The Brown networking event; and transportation between our contracted hotel and our campus. $1,895

**Early Bird Registration covers your stay at our contracted hotel from the night before Day 1 to the last day of class.


STRUCTURE

The Liquor Industry: an overview

  • Post-Prohibition, 3-tiered and complicated
  • Open markets and control markets
  • Texas and S. Carolina

Boil the ocean or fertilize the back yard: how far do I go and when will I know I’m there?

  • What distributors do…and don’t do
    • How to choose one
    • Care and feeding of one
    • Speaking their language
  • Pricing as a competitive tool
  • FOB – markup – margin – SRP
  • Pricing objections in the marketplace

Carefully planning my product line

  • Utilizing specials, one-offs, and limited editions
  • How to use line extensions effectively to gain market share
  • What does “resources” mean?
    • Time
    • Money
    • People
    • Do I have enough people?
    • How to pick personnel
    • What’s a brand ambassador and why do/don’t I need one
    • Sales v Marketing: stuck in the middle with you
    • My brand’s “narrative” as a competitive tool
    • A “story” is not enough
    • How to activate my narrative in the 3 tiers

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