"The green on the label reminds me of US uniforms in Vietnam," the
legendary drinks titan said the first time he tried Baileys Irish
Cream. He sipped it with no enthusiasm, before delivering his
verdict: "That shit will never sell!" More than two billion bottles
later, join visionary drinks creator David Gluckman on a rollicking
tour through the backroom alchemy of the drinks business, where
wild ideas, daring innovations and brilliant products are mixed
with a dash of advertising genius to become global mega-brands. And
some of the world's best-loved drinks. Unashamed controversialist
Gluckman takes us behind the curtain of the 'Mad Men' era of
volatile creatives, buccaneering businessmen and boozy lunches -and
his half-century concocting ideas for the world's most intoxicating
industry. From clashing egos to late-night panics, "That s*it will
never sell!" is an anecdote-rich account of how great ideas happen.
And sometimes don't. As well as the biggest hits of his career
-multi-billion-selling Baileys, Smirnoff Black, Tanqueray Ten,
Ciroc vodka, Sheridan's, The Singleton, Aqua Libra, J&B Jet,
Purdey's, Piat d'Or and more- Gluckman's candid insider account
also deals with the great ideas that didn't make it (yet) - the
nearly-weres, could've-beens and absolutely should've-beens. It's
the triumphs as well as hard-won insights distilled from 50 years
of experience as a brand champion and ideas man that make
Gluckman's unique book a modern bible for anyone in the business of
products, brands, advertising and marketing - a road-map for all
creatives on how to pilot their ideas through the complexities of a
modern business machine designed to avoid risk. Beginning in
swinging '60s London - before focus groups were an industry, when
people did real drinking at lunchtime and market research meant
putting a bottle in a nearby pub and seeing what happened - "That
s*it will never sell!" features the remarkable true stories behind:
* Baileys: How a 30-second idea went on to sell billions of bottles
globally * Ciroc: How the world's first grape vodka started life in
a brandy distillery in Tbilisi * Guinness Light: How a "sure-fire
hit" collided spectacularly with reality * Le Piat d'Or: How the
French "adored" a wine they'd never tried Plus, now in a brand-new
special edition eBook version, Gluckman adds over a hundred
live-action links -to atmospheric video content, newsreels and the
greatest, nostalgia-inspiring adverts of his career- to take
readers back to the golden age of advertising. With its tell-all
style, lashings of humour and all-new "retrospective" flavour,
Gluckman's inside story of the drinks business is sure to cause a
stir. --- "Outrageous. He rides roughshod over everything I've been
doing for the past 40 years. But I loved every minute of it." -
Michael Herbert, Market Research Consultant "A hilarious,
informative and inspiring read. Not only is it a must for anyone
involved in creating drinks or drink brands, but a really useful
text for anyone looking to bring any new idea to life. [...] One of
the best business books I've ever read, and I'm a fan of the
genre." - Chris Hannaway, Owner, Infinite Session Low-alcohol Beer
"A seemingly endless archive of amazing stories, and the authority
and enthusiasm with which he delivers his narrative is not only
engaging but also just a complete joy." - Dr Zubin Sethna, Head of
Programmes, Regent's University London "This book is a must-read
for all marketeers-new and veteran--and for any budding
entrepreneur looking to create a new product or service. It's my #1
recommendation to the start-ups I coach and develop." - Eugene
Theodore, Brand Strategist "His creativity, vision and modesty are
extraordinary. The stories he tells behind some of the brands he
has created over the past 40 years are breath-taking." - Neil
Martin, Head of Psychology, Regent's University London "Enormously
inspiring in our creative development work [...] Highly
recommended, in particular for people and companies like ourselves,
trying to develop new products and challenging what's out there." -
Erika Ollen, Co-Founder of Gnista Spirits "A very compelling read
[...] It's the author giving a first-hand account of exactly how
great ideas were created. I felt I was there with him when they
happened." - Joseph Siahou, CEO of Shore Consulting
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