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Details
Release date NZ
April 30th, 2010
Author
Pages
304
Dimensions (mm)
159x236x27
Illustrations
photographs
Country of Publication
New Zealand
Imprint
Random House New Zealand Ltd
ISBN-13
9781869792978
All-time sales rank
Top 500
Buy this and earn 
213 Banana Points
213 Banana Points
Product ID
4276605
Description
If you haven't heard of the success of 42 Below Vodka you must have been living under a rock! Initially brewed by Wellington advertising man Geoff Ross in his garage, everything about this vodka was audacious, from the very notion of making high-end vodka Downunder to its shock-and-awe advertising campaigns and the fact that it would go on to beat the world's great brands in international vodka competitions. But the most remarkable thing about 42 Below was the way it stole the world's bartenders' hearts and eventually attracted the attention of liquor giant Bacardi, which paid millions to buy the brand two years ago. Every Bastard Says No is the rollicking tale of how Geoff Ross, his wife Justine and their business partners and loyal staff risked all and worked their butts off to do what New Zealanders so dream of doing but so rarely manage: build a brand that makes the world sit up and take notice. It's an inspirational business story that will appeal to entrepreneurs, business students, creatives, and everyone who loves a brave - and ultimately successful - little Kiwi battler.
'This book will bamboozle those who look for neat classifications. Is it a business book? A biography? Or a beverage bible? I don't know - and it doesn't matter. It works.It's brilliant! Like 42 Below. ' Mark Weldon, CEO New Zealand Stock Exchange
Author Biography
Geoff Ross and Justine Troy are the husband and wife founders of the revolutionary New Zealand-distilled vodka brand 42 Below. They sold the company to Bacardi in 2007 and these days are actively involved in other business investments and ventures. They live in Auckland with theier two young children.
'This book will bamboozle those who look for neat classifications. Is it a business book? A biography? Or a beverage bible? I don't know - and it doesn't matter. It works.It's brilliant! Like 42 Below. ' Mark Weldon, CEO New Zealand Stock Exchange
Author Biography
Geoff Ross and Justine Troy are the husband and wife founders of the revolutionary New Zealand-distilled vodka brand 42 Below. They sold the company to Bacardi in 2007 and these days are actively involved in other business investments and ventures. They live in Auckland with theier two young children.
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Customer reviews
"Great NZ story"
Great story about a fantasic NZ born company struggling to get to the top.
"The best book I have read in a long time - very inspiring. "
Great book. A perfect Christmas pressie for anyone you know who works for
themselves or has aspirations to be greater than they are.
Loved it.
"Such an exciting, individual book!"
This book is a present full of exciting little treasures. The way it is written keeps you entertained, every so often there is a ‘drinks break’ with great recipes and the book is full of pictures and colour. So much more than simply a business book! Drinks manual, marketing bible, business advice, how to fufill your dreams through simply hard work and determination even when every bastard is saying NO!
"A great story about success produced by hard work and motivation"
A fascinating and inspiring story of just how hard it is for a NZ business to make it in the global market, and the importance of having a different approach in a saturated market. Very well written and presented and engrossing even for readers who are not particularly interested in business.
"Brilliantly written and totally entrancing"
This book is by a true kiwi, about a bunch of true kiwis, and written for kiwis who want to celebrate a true kiwi success story, and maybe have a crack at one themselves. It's a no-bull, warts and all, tell-it-like-it-is tale of two kids from Papakura (south Auckland) who poured the heart and soul into a dream, and ended up selling it for millions. It's the story of 42 Below Vodka, the most awarded Vodka in the world. A tipple that began it's life in a tiny garage in Wellington and ended up in the quite literally the very best bars all over the world.
The writing style is irreverent (even crude in places – this is not for the faint of heart) but riveting and even hilarious in places as the various players in this world-spanning drama tell their stories. You will learn how Geoff Ross and his team used a combination of shock tactics, promotional genius, and a real kiwi spirit to take on the multi-billion dollar international liquor industry and win, despite the fact that “every bastard says NO”. Geoff's determination to win by being helpful and building relationships is probably the most important message in the book, and is something that any kiwi entrepreneur can take to heart.
Hats off to Justine Ross/Troy for pulling together this amazing story (complete with cocktail recipes for those who want to play at home). I'd give it six stars if I could. Buy it. You'll love it.
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