Research Objectives Further research target market 1. Demographics

2. Demand for products

Figure out who the competition is1. Distilleries2. Distributors

Determining how much Wigle can sell to the respective areas

1. Inquiring with local bars and restaurants2. Inquiring with distributors3. Researching consumption statistics

Establish a plan of action

Demographics

•Expanded to include 21 – 45 year olds

•Whiskey drinkers are getting younger

•Income ranges from low to high

Household income

Psychographics

•Education level based on income

•Variety of careers

•Drinking habits point to character traits

Average amount spent on liquor per month

Competition - DC

• Distilleries– New Columbia Distillery

• First legal distillery in the District of Columbia

Competition - DC

• New Columbia Distillery– Produces signature “green hat” gin

Obstacles - DC

• Irish Whiskey Culture• Many festivals and events focus on Irish

Whiskey

Competition - Philadelphia

• Distilleries– Philadelphia Distilling

• Prohibition style liquors• Large company with numerous sub brands

Neighborhoods

• Bella Vista (Philadelphia)

- Median Income: $55,294

- Known for it’s wide array of restaurants, markets, and bars.

- Right in the middle of the city

- Trendy, slightly upscale

Neighborhoods (Cont’d.)

• Fish Town (Philadelphia)

- Known as a “cool” neighborhood

- Artistic, culinary, and musical hub

- Influx of new bars and restaurants catering to younger audience

- Creative vibe

Neighborhoods (Cont’d.)

• Rittenhouse (Philadelphia)

- Safe neighborhood with central location

- “Stampede” of people into Rittenhouse

- Dranoff Properties (condo management company)

has seen $138million in sales since 2011

- Popular with: just about anyone who can afford

Rittenhouse

Neighborhoods (Cont’d.)

• Adams Morgan (Washington D.C.)

- Median Income: $98,535

- Tons of nightlife

- More upscale

- Global cuisine, lounges, and music venues

Establishments – Bella Vista (Ph)

• Grabbed the 22 spot in Philly Mag’s “50 Best Bars of

Philadelphia”– “Their vegan stuff is supposed to be great but why would I try it

when they have that meatloaf sandwich?” - Foobooz

• Gastropub

• Consistently featured in phillymag.com for exceptional

food and drinks

• Affiliated with Kyher Pass Pub in Old City

Establishments – Fishtown (Ph)

“Enter Lloyd and you feel as if you’re stepping back in time”

- Yelp user Michael A.

• Whiskey based gastropub

• Sizeable rye whiskey selection

• One Pennsylvania rye whiskey

• Connected to community: 600+ Instagram followers

– Instagram to release cocktail specials

Establishments – Rittenhouse (Ph)

• 2012 list of 50 best bars in Philadelphia

• Full bar | 100+ whiskeys

• “Hot Spot” | owner Chef Garces appears regularly on Iron Chef

America and won the title of Iron Chef

• Numerous locations throughout the US

– Village Whiskey | Philly + Atlantic City

– Chicago, Palm Springs, Scottsdale

• VERY interested in learning more about Wigle

Establishments – Adams Morgan (DC)

“If you love whiskey, there’s no better place on planet Earth”

- Yelp user Ryan D.

• Largest whiskey selection in the western hemisphere

• Numerous rye whiskeys | none from PA

• Prices are in line with our target market

Establishments – Adams Morgan (DC)

“We’ve never had a bad night at Bourbon”

- Yelp user Anna T.

- Ownership sees Bourbon as a getaway for young

professionals

- Featured numerous times in Washingtonian Magazine

- Attracts the same target market as Wigle

Establishing a Plan of Action

•Act on leads

• Village Whiskey and affiliates

• Royal Tavern and affiliates

• The Barbury

•Get into festivals and events

• Whiskeyfest (Philadelphia)

• Whiskey Cruise (DC)

• Pride festivals

• Music festivals

• Food and drink events

• Bar crawls

Establishing a Plan of Action

Strengths

Quality product

Common PA thread with Philadelphia

Historical background

Desirable in Pittsburgh market

Philadelphia bars have expressed interest

Hands-on, interactive

Unique blend and taste

German/Scottish background

Weaknesses

Price may discourage buyers

Competition with city specific liquors

Establishing a Plan of Action

Opportunities

Follow up with leads and new contacts

Events and festivals

Historical storytelling

Educational aspect

Threats

Established liquors, distilleries

Irish whiskey scene