In 2011, Sarah Waterston, her brother Michael Waterston, and his spouse Maria Hristova founded Kinsip House of Fine Spirits (Kinsip), a “grain-to-glass” operation that was certified as an artisan distillery.2 By 2020, the business was offering a varied product mix, including nine spirits, two liqueurs, 12 bitters, and maple syrup aged in whisky barrels. During the tourist season of May to late October, the three cofounders offered tours of their farm, operated a tasting bar for the spirits, and managed a store that featured the distillery’s products. The farm also included one of few cooperages in Canada, a point of interest that also emphasized the distinctiveness in Kinsip’s operation and products. By March 2020, the COVID-19 pandemic had led to a shortage of hand sanitizer, which prompted Kinsip (and many other distilleries) to begin producing this new product. Distilleries already produced ethanol, the key ingredient in hand sanitizer, as part of their normal operation. Kinsip’s early production quantities of hand sanitizer were driven by the critical need to provide sanitizer to the region’s hospitals and health centers. Kinsip’s initial batches were provided free of charge to health care workers. As the distillery increased production, however, it began offering the product for sale to the public. Initially, the three cofounders agreed to produce hand sanitizer simply to help the community during the pandemic. Over time, however, they began to explore the option of offering hand sanitizer as a regular feature in their product mix. Was this product a good fit with the rest of Kinsip’s products? Would it meet the level of consumer demand? Based on the information given in the case study, answer the following questions Questions Discuss the characteristics of Kinsip’s customers. What could Kinsip do to get to know them better? Analyze Kinsip’s product mix from the perspective of sensory experience for the How does hand sanitizer compare to the rest of Kinsip’s product mix? Assess the strategic advantages and disadvantages of including hand sanitizer in Kinsip’s product Explore possibilities for rebranding the hand sanitizer. Discuss whether this would add value for the consumer and be advantageous for
In 2011, Sarah Waterston, her brother Michael Waterston, and his spouse Maria Hristova founded Kinsip House of Fine Spirits (Kinsip), a “grain-to-glass” operation that was certified as an artisan distillery.2 By 2020, the business was offering a varied product mix, including nine spirits, two liqueurs, 12 bitters, and maple syrup aged in whisky barrels. During the tourist season of May to late October, the three cofounders offered tours of their farm, operated a tasting bar for the spirits, and managed a store that featured the distillery’s products. The farm also included one of few cooperages in Canada, a point of interest that also emphasized the distinctiveness in Kinsip’s operation and products.
By March 2020, the COVID-19 pandemic had led to a shortage of hand sanitizer, which prompted Kinsip (and many other distilleries) to begin producing this new product. Distilleries already produced ethanol, the key ingredient in hand sanitizer, as part of their normal operation. Kinsip’s early production quantities of hand sanitizer were driven by the critical need to provide sanitizer to the region’s hospitals and health centers. Kinsip’s initial batches were provided free of charge to health care workers. As the distillery increased production, however, it began offering the product for sale to the public.
Initially, the three cofounders agreed to produce hand sanitizer simply to help the community during the pandemic. Over time, however, they began to explore the option of offering hand sanitizer as a regular feature in their product mix. Was this product a good fit with the rest of Kinsip’s products? Would it meet the level of consumer demand? Based on the information given in the case study, answer the following questions
Questions
- Discuss the characteristics of Kinsip’s customers. What could Kinsip do to get to know them better?
- Analyze Kinsip’s product mix from the perspective of sensory experience for the How does hand sanitizer compare to the rest of Kinsip’s product mix?
- Assess the strategic advantages and disadvantages of including hand sanitizer in Kinsip’s product
- Explore possibilities for rebranding the hand sanitizer. Discuss whether this would add value for the consumer and be advantageous for
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