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Route to Market

August 9 @ 9:00 amAugust 10 @ 5:00 pm

| $1895

COURSE OVERVIEW

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.

This panel of professionals from 3 different disciplines: branding, distribution and sales/marketing strategy 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.

 

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
    • Nicolas: Pricing workshop
      • FOB – markup – margin – SRP
      • Pricing objections in 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
      • …and do I have enough?
    • 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

COURSE OBJECTIVES

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

TUITION: $1,895.00 USD

TUITION INCLUDES:

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

Details

Start:
August 9 @ 9:00 am
End:
August 10 @ 5:00 pm
Cost:
$1895
Event Category:
Website:
https://moonshineuniversity.com/product/mktg_080918/

Venue

Moonshine University
801 South 8th Street
Louisville, KY 40203 United States
Phone:
502-301-8139
Website:
www.moonshineuniversity.com

Organizer

Moonshine University
Phone:
502-301-8126
Email:
Website:
www.moonshineuniversity.com

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