Kinsip: Marketing Spirits, Maple Syrup, And Hand Sanitizer
商品編號：9B21A017
出版日期：2021/05/13
再版日期：2021/06/12
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：product mix;rebranding;consumer profile;sensory marketing;COVID-19;pandemic;distillery
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Canada
產業：Retail Trade
事件年度：2020
In May 2020, the three cofounders of Kinsip House of Fine Spirits (Kinsip), a craft distillery located on a farm in Prince Edward County, Ontario, Canada, felt a great sense of accomplishment. The distillery had a varied product mix that included light and dark spirits, a broad variety of bitters, and cask-aged maple syrup. However, in March of 2020, the business had retooled to produce hand sanitizer in response to the shortages resulting from the outbreak of the COVID-19 pandemic. As a distillery, Kinsip already produced ethanol for its regular products, which was also a key ingredient in the composition of hand sanitizer, and in combining this with their production and bottling expertise, were able to meet the needs of the community quickly and effectively. Before long, Kinsip had added hand sanitizer to its list of products for sale to the public. Should the cofounders make hand sanitizer a regular Kinsip product offering?
教學手冊：Kinsip: Marketing Spirits, Maple Syrup, and Hand Sanitizer - Teaching Note
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