The High West Distillery

David Perkins resigned from Genentech in May of 2004 and moved to Park City, Utah where he planned to create a new company making and selling whiskey. After a dozen years in biotechnology, and inspired by a visit to a Kentucky bourbon distillery, he had become fascinated with the whiskey business. Perkins had a degree in chemistry, an MBA in marketing, and some capital to invest, but no experience at all in the spirits industry. Noting a trend toward craft products, artisan beers and small batch whiskeys, he saw an opportunity in the super premium segment of the whiskey market, characterized by highly sophisticated customers and growth. In addition, he saw a connection between the Old West and whiskey, which suggested his “big idea,” a new brand category, a Western whiskey. He spent the next two years learning the art of whiskey making, writing a business plan and searching for investors. In December of 2006, he bought supplies of rye whiskey to blend and bottle under his High West brand. In the final two weeks of 2007, he sold the first cases of High West’s Rendezvous Rye. In March of 2008, Perkins considered hiring a strong brand-building team with two sales associates and a marketing manager. But could he find the talent and would that investment build the brand quickly and effectively? A second option was to build a distillery near Park City hoping to create a base of enthusiastic customers from visitors who would tour the facility and taste High West products. His realtor found four distillery locations, each with different characteristics and far-reaching implications for the business. The case puts students in Perkins’ shoes. As the founder of the High West, Perkins must create his company identity and position the High West Distillery for growth.