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The High West Distillery
David Perkins moved to Park City, Utah in May of 2004 to make and sell craft whiskey. From the biotech industry with an MBA, but no experience in spirits, he saw growth in the sophisticated super premium segment. His "big idea" was to build a Western brand. He spent two years preparing, then launched "High West" late in 2007. He then faced a critical choice on how to grow. Should he hire a sales/marketing team or build a distillery? While his realtor found four distillery locations, he searched for sales talent. The case puts students in Perkins' shoes deciding on strategies with far-reaching implications.