Uncensored CMO That s**t will never sell - Baileys inventor on how innovation works - David Gluckman
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Sep 1, 2025 
David Gluckman, the legendary inventor of Baileys and author of 'That S**t Will Never Sell', shares his rich experiences in brand creation. Dive into the captivating story of Baileys' inception, revealing the artistry behind blending cream and Irish whiskey. Discover how brands like Tanqueray and Cîroc were born from innovation and creativity. Gluckman highlights essential principles of successful marketing, the power of collaboration, and how a focused approach can lead to impactful results in the competitive beverage industry.
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Accidental Creation Of Baileys
- David Gluckman invented Baileys by mixing cream, Irish whiskey and chocolate in a small office experiment and pitching it immediately.
- Tom Jago tasted the sample and said "let's do it", launching the project into development.
Pick One Name And Make It Real
- Choose a simple, evocative name and commit to it rather than testing many options.
- Produce a tangible prototype (a labelled bottle) to make the idea real for decision-makers.
Proof Of Concept From A Pub
- Early placements failed until two policemen drank an entire bottle in a pub, giving crucial proof of appeal.
- Small real-world tests provided better evidence than focus group reports.
