The world of beverage alcohol is a complex one. For many decades now the beverage alcohol playing field has been dominated by a handful of big, multi-national players like Diageo, Pernod Ricard, Bacardi to name a few.

When governments in North America decided to open the playing field to individual entrepreneurs about 8 years ago, it was quickly assumed that these small start-ups would inflict some serious financial damage on the big players. In fact, numbers alone lent credence to this assumption. It seemed like before we all could blink there were over 180 craft distilleries in Canada, 1800 in America and over 300 in the UK. But, this assumption of the little guy stealing large chunks of market share from the big guy has turned out to be flawed.

Why?

Making a credibly good alcoholic beverage demands scientific knowledge and a solid business strategy. Trying to all of a sudden make distilled spirits when one has never before brewed or distilled anything, even on a small scale at home, is a tall order to fill. Trying to market distilled spirits to the public without having a solid value proposition is foolish.

Yet, driven by access to easy financing at artificially low interest rates, the landscape in North America quickly became populated by entrepreneurs who thought otherwise – who thought that scientific knowledge, education and business strategy did not matter.

Well, it does matter, and that is why there are a handful of craft distillers each month shuttering their doors in North America. Many more continue to struggle to pay the rent. This situation is not likely to resolve itself any time soon.

And this is where Prohibition University comes in. At Prohibition University our mission is simple – we work with people who want to make a success out of a craft distilling business.

We do this through education and consultation. We work closely with both start-up ventures and existing ventures to make sure they have a clearly delineated Business Strategy, Marketing Plan, Mission statement and Vision. Further, we offer hands-on Distillery Workshops where attendees can quickly advance their knowledge of all facets of distilled spirits production.

Make no mistake – beverage alcohol is a commodity and will continue to be dominated by the big players. The secrets to carving out a modicum of success at the craft distilling level will continue to be: knowledge of the art and science of alcohol, boldly creating unique products that the big players do not wish to make and then identifying a solid Value Proposition that appeals to the consumer’s senses.

Prohibition University is here to help. Let us work with you to point you in the direction of success.

(Available on Amazon.com)

(Also available on Amazon.com)