David Gluckman is a retired brand and advertising consultant and author, who over a 40 year career working in the drinks industry created the ideas behind some of the world’s best know spirits, liqueurs and soft drinks.

This is a conversation about how brands come into existence, how to test them, package them and market them, and how to streamline this process so as to do it quickly and avoid compromise. You can expect to learn how a popular brand of butter (which David also worked on) inspired Bailey's, how Smirnoff Black became the smoothest vodka in the world - and why David thinks it never fulfilled its potential, how the idea of making grape based vodka came to David in Tlibisi, how non-alc and energy drinks started at least 10 years before you think they did, and much more.

There are quite a lot of brands mentioned here, and if you find yourself not being ale to picture them or do check out the video version of the show on YouTube where I have kindly put them up on the screen.

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This episode is sponsored by Fever-Tree Mixers

Buy David's book: https://www.amazon.co.uk/That-Will-Never-Sell-Person-ebook/dp/B0BDGDPB2J