As the global market for whiskey expands, Walsh Whiskey faces vital decisions regarding its growth strategy. The company must determine how to utilize resources and expertise derived from the sale of the company to a multinational distributor in 2021. Should the company prioritize established but competitive markets such as the United States and European Union, or emerging markets with lower current demand yet future promise, such as China, India, and South Africa? The company must also consider whether and how to adapt to changing market dynamics, such as the growing importance of e-commerce, ready-to-drink beverages, and flavored whiskeys.
This case explores questions of global market entry, product innovation, and marketing strategy. Students analyzing this case are asked to evaluate the company’s strategic position and recommend growth priorities. Students must also consider how to align Walsh Whiskey’s operational strengths with shifting global market trends to maintain its competitive edge, while capitalizing on new opportunities in the premium spirits segment.