David Perkins moved to Park City, Utah in May of 2004 to make and sell craft whiskey. From the biotech industry having an MBA, but no expertise in spirits, growth was seen by him in the refined super premium section. His "big idea" was to develop a Western brand.
He spent two years preparing, then started "High West" late in 2007. On how to grow, then he faced a critical choice. Should he create a distillery or hire a sales/marketing team? He sought for sales talent while four distillery places were found by his realtor. The case sets students in Perkins' shoes deciding on strategies with far-reaching consequences.
The High West Distillery case study solution
PUBLICATION DATE: June 13, 2014 PRODUCT #: NA0296-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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