The MAFFEO DRINKS Podcast
096 | That Sh*t Will Never Sell: Drinks Brands. From The Bottom-up (And Sometimes Not!) | David Gluckman
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.
36:58
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Quick takeaways
- Flawed consumer research can mislead brand perception, highlighting the need for real-world testing over focus group reliance in drink innovation.
- Ownership and personal commitment to a brand significantly contribute to its long-term success and consumer loyalty in the spirits market.
Deep dives
Market Research Insights
The discussion highlights the challenges and limitations of traditional market research in the drinks industry. Specifically, when developing Baileys, reliance on focus groups led to flawed perceptions, such as labeling the drink a 'girl's drink.' This was contradicted when actual consumption data showed that individuals, including policemen, enjoyed the product despite initial negative feedback. The experience underscored the importance of testing products in real-world settings rather than solely through consumer surveys.
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