“That s*it will never sell!” – David Gluckman Branding Guru and Baileys Cre...

This event is cancelled!

“That s*it will never sell!”

David Gluckman

Branding Guru and Baileys Creator

1st March 2018

12.30 – 1.30pm

DCU Invent

David Gluckman

Born and educated in South Africa, David Gluckman came to the UK in 1961 and worked in advertising. He was a member of the team at agency Benton & Bowles that transformed Irish butter from a bulk blending product to a premium branded butter, Kerrygold. Their principal client was Tony O’Reilly.
In 1969, he changed career and became a brand development consultant. His main clients were in the drinks industry (IDV/Gilbeys of Ireland/Diageo) and one of his earliest successes was Baileys Irish Cream, created in 1973. The idea was inspired by his experiences working with Bord Bainne.
He has had a long association with Ireland and his portfolio of brands includes Sheridan’s, Baileys ‘The Whiskey’ and Coole Swan. And he worked on several projects for Guinness.Other successful brands developed include The Singleton single malt whisky,. the wine brand Le Piat d’Or, Smirnoff Black label vodka, Tanqueray Ten gin and Ciroc grape vodka.He has recently published a book about his experiences and the lessons he learned during a lifetime creating new brands. Its title “That s*it will never sell!” was based on a comment made by a US pundit on first seeing and tasting Baileys.

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