Inside The Bottle People, Brands, And Stories [Paperback]

Inside the Bottle: People, Brands, and Stories is an intimate and informative behind-the-scenes window to the global liquor and wine business by one of the industrys leading marketing gurus. As an industry insider and publisher of the popular blog, Booze Business, Arthur Shapiro provides a unique view that appeals to a diverse audience. Marketing, alcohol, and short story enthusiasts alike can learn from and laugh along with Shapiros experiences. Inside the Bottle gives a sometimes shocking look at the U.S. alcohol industry in a conversational and entertaining style. It focuses on the key players, their relationships, and stories. Its about marketing and sales, brand building, image and product excellence, and what it takes for a brand to win. Its about how a successful industry has evolved and been fashioned.