Dear Bottom-up Drinks Builder,
Join us on this episode of the Maffeo Drinks podcast where I chat with drinks industry legend David Gluckman diving into the fascinating world of drink innovation and product development. David shares insights from his recent book (That Sh*t Will Never Sell), offering a look back at the history and evolution of the drinks industry.
The conversation covers iconic brands he created like Bailey's, Ciroc, Tanqueray 10 and the importance of product ownership, and the often flawed nature of consumer research.
David also discusses how great brands can be built without conventional testing and the critical role of liquid excellence. Tune in for an engaging discussion that blends business acumen with the art of drink creation.
The discussion provides insights into the importance of ownership, consumer behavior, and the significance of product distinction in brand building. David also emphasizes the value of real-world testing over consumer research, reflecting on his approach to developing iconic spirits.
Timestamps:
00:00 Introduction
00:29 Guest Introduction: David's Journey
01:19 The Bailey's Story: Market Research and Success
04:43 Brand Development Philosophy
09:36 Challenges in Spirits Marketing
12:38 Product Innovation and Differentiation
25:44 Ownership and Long-Term Brand Building
32:07 Final Thoughts
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