This teaching case examines the question of what strategic advice a consultant might give to the top leadership team of an Irish whiskey company seeking to grow its presence in global markets. Given the growing global popularity of Irish whiskey, export opportunities abound. But should the company seek to expand in established markets in North America and Europe, or faster-growing emerging markets in Asia and Africa? Additional questions include which sales channels to prioritize and whether to launch new products geared to Gen Z and Millennial consumers such as flavored whiskeys and canned cocktails. The case concludes with the consultant reflecting on the various strategic options he might recommend to corporate leadership. The case is designed for MBA courses in international business, international marketing, strategic management, and global strategy.
