The MAFFEO DRINKS Podcast 096 | David Gluckman | That Sh*t Will Never Sell: Drinks Brands. From The Bottom-up (And Sometimes Not!)
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Apr 7, 2025 
David Gluckman, a drinks industry icon and author of "That Sh*t Will Never Sell," shares his journey of creating legendary brands like Baileys and Ciroc. He dives into the flaws of traditional consumer research and emphasizes the value of hands-on testing and liquid excellence in product development. David discusses the critical nature of ownership in brand success and how great beverages can thrive without conventional marketing. Tune in for engaging stories and insights that blend creativity with business savvy.
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Baileys and Flawed Focus Groups
- David Gluckman tested Baileys in focus groups, but found the feedback misleading.
- Despite negative comments, participants finished their drinks, highlighting flaws in focus group methodology.
Supermarket Success of Baileys
- Baileys succeeded by focusing on supermarket sales, unlike traditional spirits.
- This strategy, combined with in-store tastings, drove high conversion rates and rapid growth.
J&B's Unconventional Success
- Abe Rosenberg built J&B, a Scotch whisky with unconventional branding, into a top seller in America.
- This demonstrates the effectiveness of hands-on, bottom-up brand building in the spirits industry.