Title: Every bastard says no : the 42 Below story /
Authors: Troy, Justine.; Ross, Geoff.
Publisher: Random House New Zealand,
Year: 2010
Subjects: Troy, Justine.; Ross, Geoff.; 42 Below (Firm); Vodka industry New Zealand History.; Vodka industry New Zealand Biography.
Abstract: 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 irreverent ad campaigns and the fact that it would go on to beat the world's great vodka brands in international competitions. But the most remarkable thing about 42 Below was the way it won the respect and support of the world's leading bartenders and eventually attracted the attention of liquor giant Bacardi, which paid millions to buy the brand four 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 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 - Kiwi start-up.
Contents: Business of growing up -- Bastards start saying no -- Dream, nightmare, dream, nightmare -- Diamonds are made under pressure -- You will never sell 1000 cases in New Zealand -- Give us all your money -- We don't care about the share price -- Coke cutters for cool cunts: the Australian story -- Hey, it's us from the colonies, we've made you a drink: the London story -- Feijoas do not exist, no sir they do not!: the story of 42 Below in America -- Guns, gays, ginseng and the Venice Biennale: the rest of the world -- Real Monty: the sale story -- Hangover.