The Art + Science of Distilling

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Route to Market 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.

Who this class is for

Whether you’re a seasoned distiller or newbie to the business, this class is for anyone who has or is planning to open and/or operate a distillery; business operations and marketing team members; or anyone else seeking to refine their knowledge of the spirits industry.

Your Instructors

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

What you’ll learn

In addition to gaining valuable insights on launching, marketing and distributing spirits products, we’ll take an in-depth look at:

  • An Overview of the Spirits Industry;
  • Branding & Marketing;
  • Pricing & Packaging;
  • Distribution & Distributors;
  • Planning a Product Line & Line Extensions;
  • Picking the Right Personnel & Brand Ambassadors;
  • Understanding the Competitive Shelf;
  • Optimizing Your Resources.

Get your class on

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. $1,195

**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.

 


About Moonshine University

Founded in 2012, Moonshine University is the nation’s premier educational distillery. Our facility was created from the ground up to teach new distillers how to get started in the industry, and to teach professional team members how to elevate key aspects of their craft and boost sales. Combining classroom instruction with practical, hands-on learning and sensory training, Moonshine University attracts people from all over the world, ensuring every attendee leaves with a complete and comprehensive education and skill set applicable to a variety of spirits and industry related areas.

In 2013, The Kentucky Distillers’ Association made Moonshine University their exclusive education provider. With the support of some of the industry’s leading institutions and distilleries, you can be sure that taking a class at Moonshine University will be worth the investment.

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