“The green on the label reminds me of US uniforms in Vietnam,” the legendary drinks titan said the first time he tried Baileys Irish Cream. He sipped it with no enthusiasm, before delivering his verdict: “That shit will never sell!”

More than two billion bottles later, join visionary drinks creator David Gluckman on a rollicking tour through the backroom alchemy of the drinks business, where wild ideas, daring innovations and brilliant products are mixed with a dash of advertising genius to become global mega-brands. And some of the world's best-loved drinks.

Unashamed controversialist Gluckman takes us behind the curtain of the 'Mad Men' era of volatile creatives, buccaneering businessmen and boozy lunches —and his half-century concocting ideas for the world's most intoxicating industry. From clashing egos to late-night panics, “That s*it will never sell!” is an anecdote-rich account of how great ideas happen. And sometimes don't.

As well as the biggest hits of his career —multi-billion-selling Baileys, Smirnoff Black, Tanqueray Ten, Cîroc vodka, Sheridan's, The Singleton, Aqua Libra, J&B Jet, Purdey's, Piat d'Or and more— Gluckman's candid insider account also deals with the great ideas that didn’t make it (yet) - the nearly-weres, could’ve-beens and absolutely should’ve-beens.

It's the triumphs as well as hard-won insights distilled from 50 years of experience as a brand champion and ideas man that make Gluckman's unique book a modern bible for anyone in the business of products, brands, advertising and marketing — a road-map for all creatives on how to pilot their ideas through the complexities of a modern business machine designed to avoid risk.

Beginning in swinging '60s London - before focus groups were an industry, when people did real drinking at lunchtime and market research meant putting a bottle in a nearby pub and seeing what happened – “That s*it will never sell!” features the remarkable true stories behind:

• Baileys: How a 30-second idea went on to sell billions of bottles globally

• Cîroc: How the world's first grape vodka started life in a brandy distillery in Tbilisi

• Guinness Light: How a “sure-fire hit” collided spectacularly with reality

• Le Piat d’Or: How the French “adored” a wine they’d never tried

Plus, now in a brand-new special edition eBook version, Gluckman adds over a hundred live-action links —to atmospheric video content, newsreels and the greatest, nostalgia-inspiring adverts of his career— to take readers back to the golden age of advertising.

With its tell-all style, lashings of humour and all-new “retrospective” flavour, Gluckman's inside story of the drinks business is sure to cause a stir.


 



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★ "Outrageous. He rides roughshod over everything I’ve been doing for the past 40 years. But I loved every minute of it.” — Michael Herbert, Market Research Consultant

★ “A hilarious, informative and inspiring read. Not only is it a must for anyone involved in creating drinks or drink brands, but a really useful text for anyone looking to bring any new idea to life. […] One of the best business books I've ever read, and I'm a fan of the genre.” — Chris Hannaway, Owner, Infinite Session Low-alcohol Beer

★ “A seemingly endless archive of amazing stories, and the authority and enthusiasm with which he delivers his narrative is not only engaging but also just a complete joy.” — Dr Zubin Sethna, Head of Programmes, Regent’s University London

★ "This book is a must-read for all marketeers—new and veteran--and for any budding entrepreneur looking to create a new product or service. It's my #1 recommendation to the start-ups I coach and develop." — Eugene Theodore, Brand Strategist

★ “His creativity, vision and modesty are extraordinary. The stories he tells behind some of the brands he has created over the past 40 years are breath-taking.” — Neil Martin, Head of Psychology, Regent’s University London

★ “Enormously inspiring in our creative development work […] Highly recommended, in particular for people and companies like ourselves, trying to develop new products and challenging what’s out there.” — Erika Ollen, Co-Founder of Gnista Spirits

★ “A very compelling read […] It’s the author giving a first-hand account of exactly how great ideas were created. I felt I was there with him when they happened.” — Joseph Siahou, CEO of Shore Consulting