Confessions of a Beer Sceptic - David Gluckman on what the Beer category gets wrong and how to fix it.

Business of Beverages

In this special live episode you'll learn why the man with 50 years experience creating the biggest spirits brands in the world dislikes beer and how he thinks those who make and market it can do so much better.
Recorded in the historic Irish College in Leuven, Belgium, in front of a large audience of Business of Beverages listeners, Will and special guest co-host, Susan Boyle talk with David
Gluckman, author of That Shit Will Never Sell and creator of Baileys, Tanqueray Ten and Ciróc Vodka. David is in provocative form as he addresses an audience of brewers and beer lovers, explaining why beer is so unappealing to so many consumers. Ingredients, serve sizes, packaging and communication all come into focus as he back up his ire with well reasoned examples, from the mega successful Corona to the ill fated Virgin Lager. However he also offers thought provoking solutions and issues a challenge to everybody in beer to do better in a conversation full of wit and warmth.
Please note that this is the third and final in a series of episodes that were recorded Live in Leuven as part of the first Business of Beverages roadshow which included, brewery tours, beer pairing dinners, brasserie visits and technical talks amongst other amazing adventures in the Beer Capital of Europe. If you want to talk to us about ideas and suggestions for our next roadshow destination & theme, please email [e-mail]
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Business of Beverages is self-funded and hosted/ edited/produced by Will Keating.
Pádraig Fox co-hosts in a strictly personal capacity.
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