Case Study: Manifest Destiny
Manifest Destiny
Marketing Plan
Section: 702 Business 12 Eric Gully, Jianhua Liu, Earl Magee, Deepti Nagpal, Louis Njowo , Brittany Partridge
4/25/2016
III. MARKETING
A. Major marketing objectives and goals
Manifest Destiny’s goal is obtain 40 acres of property off of Country Road 181A in Salida Co. and begin the process of clearing and planting the rye fields. Once that is accomplished we plan to build a structure to house the distillery, with mills, barrel rooms and eventually event space for tasting and farm to table dinners. We plan to open the distillery with the first batch of barrel aged rye …show more content…
= $800,000
Year 2 60,000 bottles @ $40 retail per bottle = $2,400,000
Year 3 80,000 bottles @ $40 retail per bottles =$3,200,000
B. Product /Service
Rye Whiskey is a drinking spirit that is required by law, in America, to be made from at least 51% rye mash, while the remainder is corn and barley. This is pointed out as Canadian Rye often contains very little Rye. It is then aged in oak barrels for a minimum of 2 years. It is then bottled at a minimum of 80 proof and a maximum of 160 proof. The creation of Rye whiskey uses large amounts of water to distill and process the mash, which Manifest Destiny will source from local mountain spring water. The end product is enjoyed as a strong alcohol with spicy and “brash” flavors. (Liquor.com)
C. Control methods
As a micro distillery we will not have in house labs to test the quality of our product. We will address this concern by sending samples out to an independent third party liquor lab to run the following tests:
1) Alcohol (by volume or Proof)
2) Solids (or extract) content,
3) Specific gravity of …show more content…
D. Target market
The target market is the active and educated millennial generation ages 21-36 throughout the state of Colorado and those that go there to engage in winter sports. In Colorado this population numbers about 1.1 million. According to the most recent census data they now outnumber all other generations in number of employed individuals. We will target individuals and couples with a median income of $50,000 and above, which is below the average in that age range throughout the state. This salary allows residual income to travel and engage in experiences such as dinners at the distillery.
We are focusing on this demographic as according to Forbes research they highly value authenticity and expect brands to give back. This aligns with our goal to craft Whiskey in a responsible and ecofriendly way and to create a true farm to table whiskey that is both rewarding to drink and leaves zero carbon footprint.
E.
Marketing Plan
Section: 702 Business 12 Eric Gully, Jianhua Liu, Earl Magee, Deepti Nagpal, Louis Njowo , Brittany Partridge
4/25/2016
III. MARKETING
A. Major marketing objectives and goals
Manifest Destiny’s goal is obtain 40 acres of property off of Country Road 181A in Salida Co. and begin the process of clearing and planting the rye fields. Once that is accomplished we plan to build a structure to house the distillery, with mills, barrel rooms and eventually event space for tasting and farm to table dinners. We plan to open the distillery with the first batch of barrel aged rye …show more content…
= $800,000
Year 2 60,000 bottles @ $40 retail per bottle = $2,400,000
Year 3 80,000 bottles @ $40 retail per bottles =$3,200,000
B. Product /Service
Rye Whiskey is a drinking spirit that is required by law, in America, to be made from at least 51% rye mash, while the remainder is corn and barley. This is pointed out as Canadian Rye often contains very little Rye. It is then aged in oak barrels for a minimum of 2 years. It is then bottled at a minimum of 80 proof and a maximum of 160 proof. The creation of Rye whiskey uses large amounts of water to distill and process the mash, which Manifest Destiny will source from local mountain spring water. The end product is enjoyed as a strong alcohol with spicy and “brash” flavors. (Liquor.com)
C. Control methods
As a micro distillery we will not have in house labs to test the quality of our product. We will address this concern by sending samples out to an independent third party liquor lab to run the following tests:
1) Alcohol (by volume or Proof)
2) Solids (or extract) content,
3) Specific gravity of …show more content…
D. Target market
The target market is the active and educated millennial generation ages 21-36 throughout the state of Colorado and those that go there to engage in winter sports. In Colorado this population numbers about 1.1 million. According to the most recent census data they now outnumber all other generations in number of employed individuals. We will target individuals and couples with a median income of $50,000 and above, which is below the average in that age range throughout the state. This salary allows residual income to travel and engage in experiences such as dinners at the distillery.
We are focusing on this demographic as according to Forbes research they highly value authenticity and expect brands to give back. This aligns with our goal to craft Whiskey in a responsible and ecofriendly way and to create a true farm to table whiskey that is both rewarding to drink and leaves zero carbon footprint.
E.