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"That S*it Will Never Sell!": A book about ideas by the person who had them

By David Gluckman

The real story behind Bailey's Irish Cream and other great drink brands 


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 “David Gluckman has a ‘one-of-a-kind’ approach to new brand development, but amazingly, it works. You will enjoy this book.”

Paul S Walsh, CEO Diageo, 2000–2013


This is a book about ideas. The author, David Gluckman, spent 45 years in the drinks industry creating such memorable brands as Baileys Irish Cream, Sheridan’s, Le Piat d’Or, Aqua Libra, The Singleton, Tanqueray Ten, Cîroc and many others. The way they happened will surprise you. The simplicity and clarity of the author’s thinking will provide invaluable guidelines to anyone engaged in the business of innovation


 “It takes courage to propose only one idea, one brand name and one package for a client’s new product. Take it or leave it, the method and success stories are all in this book.”

Philip Kotler, S C Johnson & Son, Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, Chicago

A highly entertaining read, which should be studied by all marketers working on new brand development – especially for the remarkable true story of the creation of Baileys Irish Cream.

Hugh Burkitt, Chief Executive, The Marketing Society

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

Your book is really fascinating and a tremendous record not only of your achievements but as a form of blueprint for all aspiring new brand development people.”

Sir George Bull, Ex-Chairman IDV & Diageo


Radio Interview




336 pages printed in full colour
229mm x 153mm
Further information: That S*it Will Never Sell!




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