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A book about ideas by the person who had themThis is a book about ideas. Its author, David Gluckman, spent 40 years working in the drinks industry creating such memorable brands as Baileys Irish Cream, Le Piat d'Or, Purdey's, Aqua Libra, Tanqueray Ten, Cîroc, Coole Swan and many others. The way they happened will surprise you. The simplicity and clarity of the author's thinking provide invaluable guidelines to anyone engaged in the business of innovation.
It is a unique book about a highly unusual vocation. The author stumbled into the business of creating alcoholic drinks back in 1969. Working for IDV (which later became Diageo) he travelled the world creating drinks and ventured as far afield as Mauritius and Kenya, India, Japan, Hong Kong, Taiwan Australia, Canada, Russia, Georgia, Brazil and all over Europe and the US. And the Republic of Ireland was a second home on and off throughout the author’s business career. |
Most people will have heard of, and even tasted, Baileys Irish Cream. The book tells the story of how it started life back in London in 1973. A gin brand, Tanqueray Ten was conceived sitting on sacks of dried juniper in the store room at a distillery in Essex, England. And bizarrely, Cîroc, a favourite amongst vodka cognoscenti In New York, started life in a brandy distillery in Tbilisi in faraway Georgia. Their stories and many more are unravelled for all to see..
There are 47 ideas in the book and the failures are as fascinating as the successes. Though Abercrombie’s Prairie Dog, Oxford Blue and St Leger never set the world on fire, they are all close to the author’s heart. Winners or losers, he loved them all.
The book provides entry into the creator’s head and describes the moments when ideas happened. It also offers would-be innovators valuable clues on how to go about their business.
There are 47 ideas in the book and the failures are as fascinating as the successes. Though Abercrombie’s Prairie Dog, Oxford Blue and St Leger never set the world on fire, they are all close to the author’s heart. Winners or losers, he loved them all.
The book provides entry into the creator’s head and describes the moments when ideas happened. It also offers would-be innovators valuable clues on how to go about their business.
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Sample The BookThis book is first and foremost about the brands and the people involved in their conception and development. Within the pages is a fascinating mix of both business fact and comedic turns written in David's inimitable style.
Download this chapter to enjoy a sample of the book. The sample includes a full table of contents and a personal note from the author. The sample chapter is in PDF format. You can open it in your browser or in the Adobe PDF Reader (free download). |
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Testimonials About That Shit Will Never Sell"That s*it will never sell!" has received the endorsement of a number of distinguished people associated with the drinks industry. It has also garnered the support of eminent academics engaged in teaching about business and marketing.
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"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
Michael Herbert
Market Research Consultant
"It takes courage to propose only one idea, one brand name and one package for a client’s new product. Take it or leave it. The method and success stories are all in this book.”
Philip Kotler
S. C. Johnson & Son
Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Chicago
Philip Kotler
S. C. Johnson & Son
Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Chicago
"There are two things I like about this book. First, it’s a very compelling read. But, more importantly, 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 Shore Consulting, Toronto
Joseph Siahou
CEO Shore Consulting, Toronto
"Your book is really fascinating and a tremendous record not only of your achievements but as a form of blueprint for all aspiring new brand development people.”
Sir George Bull
Ex-Chairman IDV & Diageo
Sir George Bull
Ex-Chairman IDV & Diageo
"A successful brand innovator is unlikely to achieve more than one winner in a lifetime. I am not sure how many, of the nine or so noted in this book, Gluckman would rate as outright winners but there are more than enough to make his contribution to the global drinks market truly unique.”
Tim Ambler
Senior Fellow (Retired), London Business School
Tim Ambler
Senior Fellow (Retired), London Business School
"A highly entertaining read, which should be studied by all marketers working on new brand development - especially for the remarkable true story of the creation of Baileys Irish Cream”
Hugh Burkitt
Chief Executive, The Marketing Society UK
Hugh Burkitt
Chief Executive, The Marketing Society UK
"David Gluckman has a ‘one of a kind’ approach to new brand development but, amazingly, it works. You will enjoy this book.”
Paul S. Walsh
CEO Diageo (2000-2013)
Paul S. Walsh
CEO Diageo (2000-2013)