Through an internship in the city of Edinburgh, as part of our master we had the opportunity to work in the Whisky industry, one of the most attractive markets in Scotland. We developed a ¨Sales and Marketing Strategy¨ for Jeffrey Street Whisky and Tobacco Company, identifying opportunities and ways to improve results for the organisation; in addition to this, a qualitative and quantitative analysis of internal and external factors in the whisky market had previously been undertaken, and the strategic corporate plan was revised.