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Moonshine University: Route to Market Workshop

Moonshine University: Route to Market Workshop

09aug(aug 9)9:00 am10(aug 10)5:00 pmMoonshine University: Route to Market WorkshopRegister early and get 2 nights hotel included with tuition.

Speakers for this event

  • Dave Scott

    Dave Scott

    Owner, Boxing Clever

    Boxing Clever is a full-service creative agency based in St. Louis, MO. We gathered some of the best talent from our region and built a company upon the success and learnings of the agencies, printing companies and technology we had experienced. Our focus on building better strategies for our clients allowed us to capitalize on our reputation and grow our portfolio, and company over 500% – even through a struggling economy. The success of our hard work led to the agency’s rebranding as Boxing Clever in 2008 and we added Interactive to the agency’s portfolio of offerings.

    Our point of difference is in our ability to create a relationship beyond that of vendor/client, aligning ourselves as a partner, a brand steward. With that business intelligence, we immerse ourselves in our client’s needs. We look for traditional and non-traditional channels to develop the most innovative and efficient ideas and executions and create knowledgeable solutions that are on target to generate mutual success. We build our solutions around our client’s needs – custom-built to their requirements, not ours.

    Owner, Boxing Clever

  • Nicolas Palazzi

    Nicolas Palazzi


    Nicolas is a Bordeaux-bred, Brooklyn-based importer and distributor specializing in artisan Brandies, and other forgotten spirits. His company, PM Spirits, imports artisanal distillates from France, Italy and Spain— all of which are made by real people who respect local traditions and work methodically (OK, obsessively), while rejecting any notions of additives or corner cutting. Nicolas is also the exclusive distributor of a larger, but very focused, portfolio of spirits in the New York market.


  • Robin Robinson

    Robin Robinson

    Founder/Principal at Robin Robinson, LLC

    Robin Robinson is a private consultant to the American craft spirits industry, where he helps small brands identify their unique narratives to penetrate and activate the marketplace; creates custom whiskey education for sales organizations; and puts on quite a whisky show. Prior to that, Robin was instrumental in helping to build the Compass Box Whisky Co. in the United States as its U.S. Brand Ambassador and Brand Manager, where he was responsible for sales, retail and consumer education, and developing multi-tiered relationships through field marketing events, including tastings, pairing dinners, seminars, festivals, and social networks.

    Founder/Principal at Robin Robinson, LLC

Event Details

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 including

  • 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.

EARLY BIRD SPECIAL – Register early and your stay at the Brown Hotel is included with tuition. Check the Moonshine University website for details.

Complete Course Syllabus

Register Now


  • 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
    • 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 tiersPricing as a competitive tool

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

Complete Course Syllabus

Still Have Questions? Ready to Get Started?

Contact Christin Head at 502.301.8139 or email

Register NowView all Moonshine University Courses here.

INSTRUCTORS:Robin Robinson, Dave Scott, Nicolas Palazzi and Moonshine University instructors


9 (Thursday) 9:00 am - 10 (Friday) 5:00 pm


Moonshine University, Louisville, KY

Distilled Spirits Epicenter, 801 South 8th Street, Louisville, KY 40203, United States

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