096 | David Gluckman | That Sh*t Will Never Sell: Drinks Brands. From The Bottom-up (And Sometimes Not!)
Description
Join us on this episode of the Maffeo Drinks podcast, where Chris Maffeo chats with drinks industry legend David Gluckman about 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, and Tanqueray Ten, product ownership's importance, and consumer research's often flawed nature.
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.
Aspiring brand builders and drink enthusiasts will find valuable lessons in this engaging conversation.
Timestamps:
00:00 Introduction and Welcome
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 Conclusion and Farewell
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