A Tale of Two Spirits: Entrepreneurial Marketing at 42Below Vodka and Penderyn Whisky

Entrepreneurial marketing (EM) has gained popularity in the entrepreneurship and marketing disciplines recently. The success of ventures pursuing non-traditional marketing approaches can be attributed to entrepreneurial marketing practices. Despite the multitude of marketing concepts and models, there are notable successes that diverge from these and are labeled “entrepreneurial.” The purpose of this paper is to explore entrepreneurial marketing approaches used by companies and their impact on the success of marketing activities.

We use the seven core dimensions of entrepreneurial marketing developed by Morris, Schindehutte, and LaForge (2002) and apply these to two cases: 42Below Vodka and Penderyn Whisky.