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Moonshine University: Route to Market Workshop

Moonshine University: Route to Market Workshop

12jun(jun 12)9:00 am13(jun 13)5:00 pmMoonshine University: Route to Market Workshop

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

  • John Hudson

    John Hudson

    VP of Innovations, Brown-Forman

    Vice President, Innovation for North American Region. Leading identification of market opportunity areas and revenue acceleration for the company. Responsible for leading and creating revenue growth and opportunities, new product development, new category entry, route to market and launch models, consumer engagement ideas and solutions, portfolio and brand strategies, market performance and expansion as well as consumer trend identification. Advising and partnering with brand teams to share best practices and standards across critical business components such as strategy, go to market and launch models, design and resourcing. Evaluating new category opportunities and development as well as potential acquisitions.

    Previously, led the Vodka portfolio and Developing Wines and Spirits portfolio for Brown-Forman, which includes Sonoma-Cutrer, Sanctuary, Jekel and Wakefield wines, as well as Finlandia Vodka, Chambord liqueur, Chambord Vodka and Little Black Dress Vodka.

    VP of Innovations, Brown-Forman

  • Paul Tuell

    Paul Tuell

    President Spicewood Branding

    Paul Tuell is a 25-year sales and marketing professional with executive leadership experience in companies including Brown-Forman Beverages, where he led growing brand businesses on Southern Comfort and Finlandia Vodka, and Papa John’s International, where he established successful partnerships with Taylor Swift and Jeff Gordon.

    President Spicewood Branding

  • Scott Reid

    Scott Reid

    President, This Way Forward

    Global sales and marketing professional with over 25 years of beverage industry experience developing, growing, and managing widely recognized consumer brand businesses for companies including Brown-Forman Corporation and Furniture Brands International. Scott’s success and experience is in creating new brands, as well as in leading and growing large consumer franchises like Jack Daniel’s, Southern Comfort, Finlandia Vodka, Fetzer Wines, Korbel Champagne, Bolla Wines, and Broyhill Furniture.

    Scott’s career includes a variety of positions including 22 years at Brown-Forman, where he served in U.S. brand management leadership roles, as well as global brand leadership roles for their major brands. Scott also led the new product development (NPD) initiative for Jack Daniel’s, where he successfully created, developed, and introduced Gentleman Jack Rare Tennessee Whiskey, Jack Daniel’s Country Cocktails, and Jack Daniel’s Silver Select. From there, Scott went on to manage the entire Jack Daniel’s franchise for the U.S., and then he moved on to managing the global brand franchises for Southern Comfort, Finlandia Vodka, and Brown-Forman’s wine brands. While leading the Finlandia brand, Scott re-packaged and re-launched the brand, with a complete new brand identity toolkit, resulting in 60% growth to over 3 million cases in 2 years. During that time, he successfully secured the global partnership with MGM Studios for the James Bond Film Die Another Day. Scott also spent 4 years as Chief Marketing Officer for Broyhill Furniture, where he revitalized this iconic furniture brand. Scott has also recently created and successfully introduced new startup brands like OJO Eyecare Nectar, Mako Nautical Vodka, and Rivulet Artisan Pecan Liqueur.

    President, This Way Forward

Event Details

Which comes first: The product or the brand?

In this two-day Moonshine University workshop, you will study the considerations and strategies for building your brand, taking your product to market, and planning for growth in the future. This class is entirely focused on the business, branding, and marketing of your brand and line of products. You will learn how to think long term so that you and your brand are successful while maximizing growth opportunities.

From spirit trend analysis to distributor selection, you will come away with the key strategies to build brand loyalty and sustain your business.

Permit in hand and equipment in place, you’re ready to become the next great distilling legend. But how do you go from the still to the shelf, and more importantly into the consumer’s hands? This path to market can be fraught with peril and ripe with opportunity. Our panel of industry veterans will guide you through three distinct phases of the journey.

This two day class, presented by an impressive panel of industry insiders, offers attendees deep insight into each step of this critical process. Hard won insights, real-life examples, interactive case studies and invaluable resources will help guide the way down this all-important path to market.

Register here by May 22, 2017 for 2 nights at the Brown Hotel included with tuition. Check-in date: 6/11/17, check-out date: 6/13/17

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     DAY 01:

  • Classifications & Type Definition
  • Identifying Spirit Trends & Segments
  • Selection
  • Brand Identity & Packaging

     DAY 02:

  • Selling Strategy
  • Commercializing Your Brand & Product
  • Marketing Tactics
  • Developing The Brand Toolkit
  • Distributor Selection & Presentation
  • Managing the Marketplace


Assessing Your Opportunity

Where will you choose to compete? What trends offer a glimpse of the future? What resonates with your consumer? Answering these questions is critical and involves gathering and evaluating data from disparate sources and developing a strategy that will not only meet rising consumer demand, but separate your brand in a highly competitive marketplace.

Defining Your Identity

Your identity is more than a logo or an icon, or a picture of a pretty copper still. At least it better be! It’s your whole story and every way the consumer touches or interacts with it. Your most valuable asset, this brand is what aligns you with your customer’s desires and helps you create a uniquely ownable place in the market. Every decision you make, from packaging choices to point-of-sale merchandise, retail environments, websites and social media, creates opportunities to enrich your brand and define its unique selling proposition.

Commercializing Your Brand

Fantastic product well suited to the emerging market – Check. Distinctive branding that speaks to the consumer – Check. Congratulations, but the heavy lifting isn’t done! Without an effective sales and distribution strategy, all of this can be for naught. That means knowing how to approach and secure distributors and retailers who will be passionate about your brand, and how to work with them to help manage the marketplace. Part art and part science, commercialization means building a sales tool kit that will get your product on the shelf and keep it there.

Tuition: $1,895.00 USD

Tuition Includes:

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

Still Have Questions? Ready to Get Started?

Contact: Christin Head | 502.301.8139
Register Now Button

View all Moonshine University Courses here.


12 (Monday) 9:00 am - 13 (Tuesday) 5:00 pm EST


Moonshine University, Louisville, KY

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

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