Moonshine University: Product & Brand Development Course
Event Details
The new Moonshine University Product & Brand Development Course will take you from source to shelf, in the evolving world of craft spirits, the most relevant products are no longer defined by large-scale, legacy distilleries. These days, the craft and brand define the bottle. By partaking in this three-day course, you’ll learn the elements of curating a memorable brand, various business models across the industry, and navigating the spirits market with ease.
*Please note – Class registrations will close three business days before the class date.
Who is the Product & Brand Development Course For?
- Newcomers to the Industry and Entrepreneurs
- Distillery Owners & Operators
- Marketing, Sales, and Business Strategy Professionals
- Vendors in the Distillery Industry
Course Overview
The craft spirits marketplace is known for being particularly energetic and constantly reshaping. The stiff competition and passionate consumers with shape-shifting preferences make for an industry that is both exciting and daunting – especially for small entrepreneurs. At Moonshine University, we believe that spirit brands of any size can succeed so long as they have the right knowledge and tools at their disposal.
That’s where Moonshine University’s Product & Brand Development Course will help you fill in the gaps! This three-day course partners with experienced distillers and industry professionals to deliver the exact blueprint you’ll need to curate your market strategy. You’ll gain insider knowledge directly from the source, including how to wield the various contractors in the industry, hands-on product development, creative sales and marketing techniques, and more.
For example, did you know that there are over 16 million untapped barrels out in the world waiting to be claimed by new and existing spirit brands? The state of the distilling industry has evolved to the point where a high-volume distillery is no longer needed to enter the marketplace. Because of this, the Non-Distiller Producer (NDP) model has broken through as an increasingly popular business strategy. Whether you’re an established distillery looking to expand your offerings without shifting operations or a burgeoning entrepreneur, our faculty will bring the real-time information to place your goals within reach.
Attendees of this course will also learn best practices for brand building, direct insights into current consumer trends, and how to leverage them to your advantage. All in all, these three days will provide a well-rounded education and send you into the industry with all the tools needed for success!
Day 1: Introductions and Business Foundations
- Introduction to the NDP model, industry trends, and different business structures
- Reviewing the methods of sourcing bulk spirits and barrels
- An expert panel of 10+ brand owners and distillers sharing their business models and success stories
- How to evaluate, select, and contract for spirits
- The process of product development and blending
Day 2: Legal, Production, and Operations
- Legal experts review state compliance, COLA, taxes, TTB requirements, and necessary permits
- Packaging and compliance professionals discuss bottle sourcing, labels, and supply chain considerations
- Flavorman representatives explore co-packing and production logistics for NDPs
- Tour of Flavorman’s facility
Day 3: Marketing, Sales, Distribution, and Growth
- A distributor representative provides an overview of the 3-tier system, best practices, and sales strategies
- How to pitch your brand to a distributor
- Marketing and branding expert discusses how to build a strong sales/marketing toolbox to introduce your brand in the market
- Group Exercises: Attendees will utilize samples from major producers to blend a new product and pitch it to the class, followed by an open discussion and evaluation
- Final questions, conversations, and thoughts
Tuition: $3,995
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.
Still Have Questions? Ready to Get Started?
Call 502-305-8596 or email Registrar@MoonshineUniversity.com