Glendalough Distillery: The Internationalisation Challenge
- Case study for Bachelor level
- Reference No. ECASA_2020_7 EN
This case study focuses on the emergence and growth of an Irish-owned start-up challenger brand Glendalough, entering the highly competitive global whiskey market. From their origins in 2011, this small enterprise has gained global attention for their innovative products, their strong focus on branding and their rapid success. The case centres on their acquisition by Mark Anthony Brands, a major North American drinks producer and distributor, who took a stake in the business early on.
The next phase for Glendalough will focus on how to maximise this relationship with Mark Anthony Brands. While this will give them increased access and power in the North American market how exactly should Glendalough tackle this opportunity?
- Aileen Kennedy (Technological University Dublin College of Business)
- Tara Rooney (Technological University Dublin College of Business)
Marketing, Branding, Distribution, Internationalisation