Five brilliant failures from the creator of Baileys

And finally… why did these five ideas fail? David Gluckman explains…

Are winemakers conservative by nature, therefore resisting ‘novel ideas’ like Red Chardonnay?

There is an interesting collection of reasons for the failure of these ideas.

Are winemakers conservative by nature, therefore resisting ‘novel ideas’ like Red Chardonnay?

Stubbs was clearly a failure in politics: ‘star chamber’ innovation where the key market personnel were completely by-passed was a formula for disaster, no matter how good the idea might have been.

J&B Sub-Zero bombed in Korea because the local people were obsessed with age statements. They wanted a 17 year-old J&B. And, like many other traditional marketers, they said that Koreans didn’t drink their whisky frozen!

As for IQ and Distilled Guinness, these were off-the-wall ideas that didn’t fit a company that was consolidating and preparing for growth. They were highly experimental and that kind of innovation was off the agenda at the time. Maybe their time will come again. Or some other company might have a look.

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