During the gold rush, sell picks and shovels. Lots of tech companies have the same model. With that model, MGP have production personnel and a few account managers. They don't have to pay for any marketing themselves, while they benefit from the full range of creative output of the American liquor industry. Some people want to buy whiskey that was made in New Mexico by hipsters like "Simeon Turley" and "Thomas Tate Tobin", while others want to buy whiskey made in Iowa by "small townsfolk".
During the gold rush, sell picks and shovels. Lots of tech companies have the same model. With that model, MGP have production personnel and a few account managers. They don't have to pay for any marketing themselves, while they benefit from the full range of creative output of the American liquor industry. Some people want to buy whiskey that was made in New Mexico by hipsters like "Simeon Turley" and "Thomas Tate Tobin", while others want to buy whiskey made in Iowa by "small townsfolk".