FormatOnline + in person
Duration2 Weeks
Sessions4 live, 2 hours each
BatchMax 20
Fee₹5,000
Who it is for
Is this for you?
- Brewers, distillers and winemakers planning a new product
- Brand and marketing teams in drinks companies
- Founders launching their first drink
By the end
What you walk away with.
- Turn a gap in the market into a clear product brief
- Run pilot batches and sensory tests that give a real answer
- Cost a new product before committing to it
- Plan labels, approvals and the launch
Your instructors and point of contact
Who teaches this course and who to ask.
Syllabus
Week by week.
2 weeks. Two live sessions every weekend and one assignment a week.
Week 01. From idea to recipe
- Finding the gap: drinkers, occasions and what competitors already sell
- Writing a product brief: style, strength, price and target drinker
- Formulation for beer, whisky and wine: what each one can and cannot change
- Pilot batches and scaling them up
Assignment: Write a product brief for a new beer, whisky or wine.
Week 02. Testing, costing and launch
- Sensory testing: triangle tests, consumer panels and reading the results
- Shelf life and stability checks before launch
- Costing the product and setting the price
- Labels, FSSAI and state excise approvals, plus a launch plan
Assignment: Build a launch plan with costs, approvals and a first-year sales target.
How it runs
Format and terms.
- Schedule
- Live on Saturdays and Sundays, 12:00 PM to 2:00 PM IST. Timings may shift by mutual agreement with the cohort.
- Batch size
- Maximum 20 students, so every question gets answered.
- Included
- Session recordings, presentation decks, weekly assignments and the learning kit.
- Certificate
- Certificate of Completion once every assignment is in and you have attended at least 80% of live sessions.
- Beyond the screen
- Recommended microbrewery visits, so you see the kit you are studying.
- Fees
- Paid in full at sign-up. No discounts apply. A package of courses cannot be changed once confirmed.
Want the full flight? All 27 courses together run to 71 weeks. You choose your package when you enrol. Compare all 27 courses and read the refund policy before you pay.
Keep reading
Read before you start
Consultancy
New product development for drinks, from brief to launch
Most new drinks fail before launch, on the label or in the warm warehouse. A short process catches that early.
Branding
Launching a new beer
Most beer launches fail quietly, not because the beer was wrong, but because nobody outside the brewery knew it existed on the day that mattered.
Consultancy
Scaling a pilot recipe to a production brewhouse
Multiply the pilot recipe by twenty and you get a different beer. Here is how to scale it properly.
Recommended reading
Every guide for this course.
7 free guides on the topics this course covers. Read any of them before the first session.
Consultancy 3
Drinks business 1
Save your seat in New Product Development: Beer, Whisky and Wine.
Cohorts cap at 20. Enrol now or ask us on WhatsApp.