Academic journal article Journal of the International Academy for Case Studies

Firestone and Robertson: "Make Mine a Double!"

Academic journal article Journal of the International Academy for Case Studies

Firestone and Robertson: "Make Mine a Double!"

Article excerpt

INSTRUCTOR'S NOTES

CASE DESCRIPTION

The Spirits industry is one of the fastest expanding industries in the United States, and Leonard Firestone and Troy Robertson wanted to become a successful part of that industry. There are only 250 micro-distillers in the United States (www.360westmagazine.com) Both from Fort Worth, Texas, Firestone and Robertson had been friends for a few years, but never knew the other had the same dream about getting into the business of distillation.

Each followed his dream to an artisan craft distillery in Kentucky to learn how to establish a business model within the industry and to learn how to distill some of the best bourbon ever tasted. As one of the distillery directors was talking with Robertson, he noted that another fellow from Fort Worth was scheduled to go through the distillery the next week, and he also mentioned that he knew Robertson.

The case unfolds to a crescendo of demand for a blended whiskey that is not yet on the liquor store shelves. The lists of names of people waiting to get a call letting them know that the whiskey has arrived are long. All of "cow town" is ready to wet their whistles with a flavor that is purely great-tasting and founded in Texas.

So many people want the product that before all the bottles can be bought to be filled, the creators of the brew fear that they will never be able to keep up with production. …

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