Hamill Machine

Hamill Machine Company Inc.

Hamill racking system gets marketing strategy


Hamill Machines has developed an aluminum barrel rack system for barrels prominently used in the alcohol production industry. Achieving success in the Niagara region with wineries, Hamill Machine wants to explore other geographic markets and understand potential market size in the wine, beer and spirits industry, and discover who the leading competitors are and what a potential target market looks like. Shipping methods and costs associated with shipping to desired markets is also needed.


The Business and Commercialization Solutions team at Research & Innovation were asked to look at competitors, establish target market(s), product positioning and marketing strategy. The team developed a target market based on a market’s size, anticipated growth and lack of competitors. Recommendations for product positioning, based on the unique features Hamill Machine’s barrel racking systems offer, was provided. A marketing strategy to bring brand awareness to the racking system was developed.

Funding: Ontario Centres of Excellence (OCE) through the College Voucher for Technology Adoption (CVTA) program.