Moonshine University

What Moonshine University does

Moonshine University is a private, for-profit educational institution founded in 2013 and headquartered at 801 South 8th Street in Louisville, Kentucky, operating in the distilled spirits training vertical. The company delivers instructor-led technical courses and business management education for aspiring distillery owners, industry professionals, and career changers. Its curriculum spans 11 distinct courses covering distilling fundamentals, sensory evaluation, barrel aging, blending, botanical spirits, fermentation, whiskey, RTD cocktails, distillery operations, distribution and sales, and product and brand development, with prices ranging from $1,495 for entry-level workshops to $6,550 for the flagship 5-Day Distiller Course. Premium courses bundle hotel accommodations, transportation, meals, and access to an on-campus educational distillery and beverage development laboratory.

The company's revenue model is a hybrid of one-time course registration fees and professional services. Direct-to-consumer course registration via the website is the primary GTM channel, complemented by custom on-site enterprise education and consulting services delivered at client locations. The business holds exclusive education provider status for the Kentucky Distillers' Association and operates the Stave & Thief Society bourbon certification program, which delivers Associate and Executive Bourbon Steward credentials recognized by KDA as its official bourbon education course. Moonshine University is owned by Flavorman, a beverage development company founded by David Dafoe in 1992; both entities share the Louisville campus and operational infrastructure.

The company's strategic situation is decisively shaped by Flavorman's November 14, 2024 announcement that Moonshine University operations will conclude on December 31, 2026. The company is currently operating and will honor scheduled commitments through year-end 2026, but the wind-down represents a planned exit from the educational vertical. Historical scale metrics include 335+ classes taught, 4,000+ attendees educated, 200+ distilleries launched, and attendance from all 50 U.S. states plus 49 countries. Leadership includes General Manager Jason Lawrence, Distillery Operations Manager Clay Smith, and Operations Specialist Stephen Poole.

Name

Moonshine University

Legal name

Moonshine University

Website

https://moonshineuniversity.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Moonshine University is a Louisville, Kentucky-based educational institution founded in 2013 that delivers instructor-led technical training and business courses for the distilled spirits industry, serving aspiring distillery owners, industry professionals, and career changers through an 11-course curriculum and professional services, operating as a subsidiary of Flavorman with operations scheduled to conclude December 31, 2026.

Ownership category

akta.pro rank

Product category

Spirits Industry Education and Training

NAICS

Technical and Trade Schools (6115), Other Technical and Trade Schools (611519)

SIC

Services-Educational Services (8200), Services-Testing Laboratories (8734)

akta.pro primary industry

Bar & Beverage (Bartending/Mixology/Coffee/Tea) (EDAOAKAH)

akta.pro secondary industry

Distilled Spirits Production & Distilling (AFAFAAAC)

Keywords

• Spirits industry education
• Distilling training courses
• Bourbon certification programs
• Craft distillery consulting
• Beverage product development

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Course Registration Fees: One-time registration fees for in-person educational courses ranging from 1-day to 6-day intensives. Pricing varies by course duration and content depth, from $1,495 workshops to $6,550 for the comprehensive 5-Day Distiller Course. Includes hotel accommodations and transportation for premium courses.
2. Professional Services: Consulting services for distillery operations, product development, and analytical testing provided to industry clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Moonshine University is an educational institution that sells instructor-led, in-person technical training courses and professional services for the distilled spirits industry. Core offerings include 11 courses spanning distilling fundamentals, operations, sensory evaluation, barrel aging, blending, botanical spirits, fermentation, whiskey, RTD beverages, brand and product development, and distribution/sales, delivered at its Louisville campus alongside consulting, custom education, product development, analytical testing, and bourbon certification services.

Product overview

Moonshine University is an educational institution offering a portfolio of technical training courses and professional services for the distilled spirits industry. The core offering consists of 11 instructor-led courses spanning distilling fundamentals, operations, sensory evaluation, brand development, and specialized topics (barrel aging, blending, botanical spirits, fermentation, RTD beverages, and whiskey). Courses range from 2-day workshops ($1,495-$2,750) to the flagship 5-Day Distiller Course ($6,550). Beyond courses, the organization provides consulting, custom education, product development services, and analytical testing. The company operates from Louisville, Kentucky and has helped launch 200+ distilleries worldwide. The Stave & Thief Society, its bourbon certification program, continues operating as a related offering.

Differentiator

Problem solved

Functional benefit

Products and services

• 5-Day Distiller Course A fully immersive 5-day course ($6,550) exposing participants to day-to-day distilling operations, from building a distillery to getting a finished bottle on the shelf. Includes hotel accommodations, transportation, breakfast/lunch/refreshments, Vendome tour, networking reception, and class materials. Taught by 40+ master distillers, industry insiders, and renowned operators of legendary brands. Designed for aspiring distillery owners and serious industry professionals.
• Product & Brand Development Course A three-day course ($3,995) teaching elements of curating a memorable brand, various business models across the spirits industry, and navigating the spirits market. Geared to entrepreneurs and brand owners in craft spirits.
• Sensory Workshop A two-day workshop ($1,995) teaching sensory analysis methods for distillate production, product development, and quality control, including detecting off notes and developing QA/QC programs.
• Barrel Aging Workshop A two-day workshop ($1,695) conducted in partnership with Independent Stave Company, teaching different wood types, char levels, and staves for spirit aging, featuring 30 experimental barrels and nine hands-on experiments.
• Blending Workshop A two-day workshop ($2,495) covering blending theory and practice in aged spirits, focusing on whiskey and rum, with multiple hands-on blending exercises.
• Botanical Spirits Workshop A three-day advanced workshop ($2,750) focusing on gin, absinthe, and amaro production, covering botanical mash bills, maceration, filtration, and distillation processes.
• Distilling Operations Course A three-day advanced course ($2,995) for distillers ready to take a deeper dive into distillery engineering and operations, covering equipment selection, maintenance, production calculations, and bottling procedures.
• Distribution & Sales Workshop A two-day workshop ($1,495) equipping craft spirits entrepreneurs with tools, strategies, and industry insights for growing their brand, covering the three-tier system and distributor relationships.
• Fermentation Workshop A two-day workshop covering the science of fermentation, including yeast microbiology, cultivation, fermentation variables, and yield optimization for spirits production. Pricing not publicly listed.
• RTD Cocktail Workshop A two-day workshop equipping cross-functional teams with tools to successfully launch ready-to-drink alcoholic beverages, covering concept to execution including formulation, regulatory compliance, and commercialization. Pricing not publicly listed.
• Whisk(e)y Workshop A two-day intermediate workshop examining whiskey classifications, production techniques, and maturation styles, complemented by sensory sessions and hands-on activities. Pricing not publicly listed.
• Consulting Services Professional consulting services for distillery operators covering product development, troubleshooting, and business strategy support.
• Product Development Services Hands-on product development services helping professionals create spirits through mash bill crafting, maturation techniques, and flavor refinement.
• Analytical Testing Services Laboratory analytical testing services for beverage alcohol products, including testing for congeners and other compounds.
• Custom Education Custom-tailored spirits education programs built for specific company employees and training needs, delivered on-site at client locations or on the Louisville campus.
• Bourbon Certification (Stave & Thief Society) Bourbon education and certification programs including Associate and Executive Bourbon Steward certifications offered through the Stave & Thief Society. Has certified 4,000+ bourbon ambassadors.

Quantifiable outcome

• 200+ distilleries launched with support from Moonshine University
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Kentucky Distillers' AssociationcoreStrategic or Co-development PartnerMoonshine University is the exclusive provider of education and training for the Kentucky Distillers' Association. This partnership provides regulatory credibility and positions the company as the premier educational institution for the bourbon industry.
• Stave & Thief SocietycoreStrategic or Co-development PartnerThe first bourbon certification program recognized by the bourbon industry and the only one recognized by the Kentucky Distillers Association as its 'Official Bourbon Education Course.' Provides Associate and Executive Bourbon Steward certifications to bourbon enthusiasts, bar/restaurant owners, and distillery professionals.
• FlavormancoreStrategic or Co-development PartnerParent/sister company and industry-leading custom beverage development company. Provides product development, analytical testing, and co-packing services. Flavorman founded by David Dafoe in 1992; Moonshine University established in 2013. Campus shared at 801 South 8th Street, Louisville.
• Uncle Nearest Premium WhiskeyminorStrategic or Co-development PartnerMoonshine University provided training for Uncle Nearest's distillery staff including Isiah Washington (Assistant Distillery Manager). Brand focused on the legacy of Nearest Green, America's first African-American master distiller.
• Discovery Channel's MoonshinersminorGTM or Marketing PartnerTelevision personalities Josh and Bill from Discovery Channel's Moonshiners visited Moonshine University's Louisville campus to learn professional distilling techniques and sample flavored moonshine at Flavorman.
• Kentucky Peerless Distilling Co.minorGTM or Marketing PartnerMaster Distiller Caleb Kilburn shares his history with Moonshine University and Kentucky Peerless Distilling Company. Kilburn began his distilling career at Moonshine University before joining Kentucky Peerless.
• Vendome Copper & Brass WorksminorStrategic or Co-development PartnerExclusive tour of Vendome Copper & Brass Works included in 5-Day Distiller Course. Mike Sherman (Co-Owner & Vice President) serves as faculty member teaching still design and equipment.
• Independent Stave CompanyminorStrategic or Co-development PartnerPartnership for Barrel Aging Workshop. Andrew Wiehebrink (Director of Spirit Research & Innovation) serves as instructor covering barrel aging, wood species, and maturation techniques.
• Kelvin CooperageminorStrategic or Co-development PartnerBarrel selection and charring experience included in custom whiskey creation program. Paul McLaughlin (Vice President & General Counsel) serves as faculty member.
• 10th Mountain Whiskey & SpiritsminorGTM or Marketing PartnerFeatured partner/distillery logo displayed on website as proof of industry recognition.
• Angels EnvyminorGTM or Marketing PartnerFeatured partner/distillery logo displayed on website as proof of industry recognition.
• Bardstown Bourbon CompanyminorGTM or Marketing PartnerFeatured partner/distillery logo displayed on website as proof of industry recognition.
• Lux Row DistillersminorGTM or Marketing PartnerFeatured partner/distillery logo displayed on website as proof of industry recognition.
• Rabbit Hole DistilleryminorGTM or Marketing PartnerFeatured partner/distillery logo displayed on website as proof of industry recognition.
• Sagamore SpiritminorGTM or Marketing PartnerFeatured partner/distillery logo displayed on website as proof of industry recognition.
• St. Augustine DistilleryminorGTM or Marketing PartnerFeatured partner/distillery logo displayed on website as proof of industry recognition.
• Copper and KingsminorGTM or Marketing PartnerFeatured partner/distillery. Brandon O'Daniel serves as Distiller at Copper and Kings and faculty member at Moonshine University.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Beverage Alcohol Resource (BAR): BAR provides intensive spirits and mixology training and certification programs targeted at bartenders and beverage professionals. It is an emerging player in spirits vocational education with a comparable model of multi-day, instructor-led intensives tied to industry-recognized credentials.
• BarSmarts: BarSmarts (originally developed with AB InBev) provides online and in-person bartending and spirits education with certification. It is an emerging player in spirits-focused beverage education with overlap in target customers (bar/restaurant staff and enthusiasts) similar to Moonshine University's bourbon steward program.
• Siebel Institute of Technology: Siebel Institute is a long-standing brewing science and technology school offering diplomas and certificates for the brewing industry. It is an emerging player in adjacent beverage-alcohol vocational education, sharing Moonshine University's instructor-led, hands-on technical training model for alcoholic beverage production.

Direct peers

• Cicerone Certification Program: Cicerone offers tiered beer education and certification analogous to Moonshine University's Stave & Thief bourbon certification. It is directly comparable as a beverage-alcohol credentialing body using multi-level certifications to build an industry-recognized standard.
• Wine & Spirit Education Trust (WSET): WSET is a London-based global provider of beverage alcohol education and certifications spanning wines, spirits, and sake. It is directly comparable to Moonshine University as a specialty spirits education and credentialing body, but with broader wine-led curriculum and global student network.
• American Distilling Institute (ADI): ADI is the leading US trade association for the craft distilling industry, hosting conferences, publishing trade content, and offering educational programming. It is directly comparable as a spirits-industry education and trade body serving the same craft distiller customer base as Moonshine University.

Broad incumbents

• Culinary Institute of America (CIA): CIA is a leading culinary and hospitality education institution with beverage programs covering wine, spirits, and food pairing. It is a broad incumbent in beverage education with comparable vocational training offerings, but operates at significantly larger scale and with broader culinary scope than Moonshine University.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Moonshine_U

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moonshine University