This case explores the origins of a new high-growth, family start-up competing in a traditional industry. Teeling Whiskey Company Ltd (TWC) is the brainchild of entrepreneur Jack Teeling. This new venture stems from another high-profile, family based business named Cooley Distillery. Jack was managing director of Cooley Distillery, the business his father founded in 1987. In Cooley Distillery, Jack acquired a wealth of professional experience in whiskey distilling and selling. When the distillery was sold to a large US spirits company in 2012, Jack pursued his own entrepreneurial venture in Irish whiskey. A year after the business was founded, Jack was joined by his brother Stephen Teeling and together they have shaped their idea for a boutique, premium whiskey distiller producing innovative offerings, into a fast growing, internationalized business. Jack and Stephen need to build a niche for TWC, as many new distilleries are due to enter the market.