This case describes the rise of the Microdistillery movement and particularly the formation of Coppersea in Hudson Valley of New York, its handcrafted approach to spirits, and its divergence towards authenticity. The operations of a microdistillery had been covering around a year by Michael Kinstlick and Angus MacDonald in the spring of 2013. Coppersea gained a competitive edge by producing handcrafted spirits through a unique process, which based on the techniques that was not used during the last 300 years.
To portray about their process, the founders introduced the term Heritage-Methods distilling. In spite of the fact that Coppersea had been struggling to create a more stable and consistent production process, it was accomplishing the focus for the fruits of its experimental runs. The CEO, Jack Daniels, of a family-owned sales and marketing company, Wilson Daniels, began to negotiate about a possible distribution partnership with Kinstlick. The CEO had no association with Jack Daniel’s Tennessee Whiskey.
This partnership with Wilson Daniels found to be a potential alternative in the U.S., which had an intense complexity in alcohol distribution. But the case evaluates that whether Coppersea would provide the required importance to this partnership. It also posed to the questions as whether this distribution partnership would have any impact on the maintained authenticity of the firm.
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