This case is about Moonshine Meadery, a honey-based alcoholic beverage brand in India. Nitin and Rohan, the co-founders, started this venture as a fun experiment that gradually grew into a full-fledged business, and they decided to explore expanding production for future growth. Honey was the main ingredient used to make mead, a new product category in the Indian liquor industry. The founders’ challenges were associated with introducing a new product to the consumers to get them to try the product. The company also faced issues in growth and gaining competitive advantage, and category creation for long term differentiation. They also had to work hard on consumer adoption of their product. With strict advertising regulations imposed by the government in the alcoholic beverage segment, scaling up and creating brand knowledge were hurdles to establish brand presence.