
BLOOMINGTON, Ind. – When a capella group Straight No Chaser comes back to Indiana University for a concert December 13, members also are returning to where the idea for their new venture, a branded vodka, was developed as part of an academic project at IU’s Kelley School of Business.
Students in the school’s No. 1 ranked Kelley Direct online MBA program developed the beverage concept in July during Kelley Connect Week, an in-residence experience that includes a live-case project. Students were asked to help the vocal group identify new sources of revenue and the winning team sold judges and the group on an idea of creating a Straight No Chaser vodka.
The renowned Straight No Chaser is partnering with Brown County-based Hard Truth Distilling Co. to market the beverage as part of its national “The Open Bar Tour” through April. Hard Truth Straight No Chaser Vodka will be featured at many concert venues, where people may purchase a specialty cocktail featuring the vodka. It is available for purchase at all Big Woods Restaurant locations around Indiana, as well as select liquor and grocery stores.
The initiative to produce the vodka was introduced — virtually to nearly every detail including the concept and producer used — by the winning Kelley Direct team. (more…)