Every Bastard Says No: The 42 Below Story
Geoff Ross and Justine Troy are the founders of the revolutionary and internattional-award--winning 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. During the period he ran 42 below Geoff Ross won the New Thinking Award at the 2006 NZTE Export Awards. and was also named Emerging Exporter of the Year. He later went on to win the coveted Management magazine Exporter of the Year Award. They live in Auckland.with their two young sons. Geoff is a high-profile advocate for the Sign On campaign to get government action on climate change, and is also a frequent commentator on how the failure to be 100 per cent clean and green threatens othe country's brand and our vital export and tourism markets. 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 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 - Kiwi start-up. '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.
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