KAL Marketing conducted research to help Wigle Whiskey expand into the Philadelphia and Washington D.C. markets. Through surveys and secondary research, they found that experienced, innovative whiskey drinkers between ages 25-45, especially women, represent potential new customers. However, the research had limitations due to its small sample size and lack of local data. KAL recommends using social media to market to these areas and partnering with restaurants and bars to introduce customers to Wigle Whiskey's products.