Miika Salmi Lipiäinen co-founded Kyrö Distillery Company, a Finnish distillery making gin and rye whisky, that became first a national then a global success story. In his 10-year journey as a food & beverage entrepreneur he learned a thing or two about strategy, commercial operations and building an international brand. Now he is researching market and category strategies for his own PhD and acting as the Professor of Practice in Experience Economy at Tampere University. He is interested in how organizations can use experiences to serve their customers and shape markets.