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Creating new drinks brands

That Shit Will Never Sell

This video contains incredible stories, tips, and insights, told first-hand by the experienced consultant who brought to life some of the world’s most famous drinks.

Creando nuevas marcas de bebidas (Activar subítulos en español)
Este video contiene historias increíbles, consejos y una visón de primera mano, de un consultor experimentado que trajo al mercado algunas de las bebidas más famosas del mundo

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Jimena Amorós
1 year ago

This is one of my favorite webinars! David has a very clear view of what is truly needed for a brand to succeed.

1 year ago

It’s a joy to hear such an experienced voice, with a clear view of what works on so many different contexts. I’m sure the book is full of valuable experience. I’ll try to get my hands on a copy!

That Shit Will Never Sell
David Gluckman
orn in South Africa, David Gluckman came to the UK in 1961, starting his career in advertising. He moved into brand development in 1969. His longest-running consultancy was with the drinks company, Diageo. During 36 years, his portfolio includes Baileys Irish Cream, Sheridan’s, The Singleton, Smirnoff Black, le Piat d’Or, J&B Jet, Tanqueray Ten and Cîroc. He developed Europe’s first Cooler, St Leger and pioneered work on brands intended to replace alcohol, Aqua Libra and Purdey’s. In 2007 he teamed with ex-colleagues to create the world’s first super-premium cream liqueur, Coole Swan. In 2017 he published a book about his experiences, “That s*it will never sell!” He believes that the changes occurring in society today necessitate a more responsible attitude to the development of new brands. It is not enough to create for corporate profit: we now, more than ever, have our community, our society and our planet to consider.
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