The Art + Science of Distilling

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


Robin Robinson, Richard Long, and Moonshine University instructors

EARLY BIRD SPECIAL: Register by July 19, 2019,  for 2 nights at the Brown Hotel included with tuition.
Check-in date: 8/8/18, check-out date: 8/10/18


Getting to the marketplace has always been a challenge for the small entrepreneur in any industry.  Stiff competition, dynamic pricing, global giants and product saturation are only some of the hurdles that are set for the small craft distiller in 2018.  But the good news is this: this is 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 from so many corners of the world.  And the better news is, there’s a space there for you if you are ready to face the challenge and get to work, making your spirit of choice for the world to experience.

Whether you are making whiskey, rum, brandy, or another fine spirit, this panel of professionals will dig into some of the techniques, methodologies, mistakes and secrets they’ve uncovered in their years in the industry serving small brands like yours: how to maneuver against the big guys, how to maximize impact on a minimal budget and how to successfully carve out your part of the world on your terms.



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

Nicolas: Pricing workshop

  • 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



To teach and train new distillers the path to market once they have a product ready from their distilling equipment.



  • All class-related materials
  • Breakfast, lunch, and refreshments daily
  • A networking reception, the evening following the first day of class
  • Transportation between the Brown Hotel and Moonshine University

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