Today, I am giving over Killer Hooch to my old friend and client Arthur Shapiro, who writes a much more real beverage blog than this one called Booze Business. Arthur, while head of marketing at Seagram, famously “broke” the voluntary ban on spirit advertising with Crown Royal. As a member of the Absolut team (also a Seagram brand at the time), we were pretty jealous! Here’s his story from Spiritz, the Indian spirits magazine. I tried to convert it to plain text here, not nearly as nice as it looks in the magazine, so I just gave up and instead refer you to the source: http://www.boozebusiness.com/wp-content/uploads/2012/03/booze_abroad_article.pdf
It’s an amazing tale of a sea change in the industry, written by the guy that made it happen. Spoiler alert! it’s meaty.
More original content to come and thanks for reading!