From the biotech industry with an MBA, David Perkins, decided to produce and offer craft whiskey in the market of Park City, Utah in May 2004. However, he had no experience in spirits but he realized the potential in the complex super premium segment. His vision was to introduce a Western brand. In late 2007, after two years of efforts he succeeded to introduce “High West” then he needed to evaluate the future potential of his product. Whether he should allocate a team of sales/marketing or develop a distillery? While his agent offered four options for distillery operations that had the potential of sales. The case asks students to determine approaches with broad implications by putting themselves into the shoe of Perkins.
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