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Turn Your Brand Into a Cult With Lessons from the Guy Who Created Hendrick’s Gin
An irreverent and wide-ranging treatise on building and maintaining standout brands in business or in life, from the marketing mastermind behind countless iconic booze labels like Hendrick’s Gin and Sailor Jerry Rum, Steven Grasse’s Brand Mysticism offers lessons he’s learned from an offbeat life. Irreverent tips (why being a troll can be so vital), case studies (when marketing cigarettes taught him about virality), and magical ingredients (who knew beaver anus would change his fortunes) guide you through the steps it takes to channel your own entrepreneurial spirit into a business, a creative practice, or a life that breaks with tradition to achieve the remarkable.
EXCLUSIVE PRE-ORDER OFFER: Pre-order the hardcover edition of Brand Mysticism from any retailer and upload your receipt to receive a handmade, limited-edition screen-printed poster of original artwork from the book, signed by Steven Grasse.
An irreverent and wide-ranging treatise on building and maintaining a standout brand in business or in life, from the marketing mastermind behind countless iconic booze labels.
Steven Grasse made a name for himself as not only a distiller but also the mind behind beloved brands like Hendrick’s Gin and Sailor Jerry Rum and the guy who made cheap-beer-standbys like Narragansett and Miller High Life cool again. Through his work in advertising and marketing, Grasse has changed the game in the booze world and become an authority on building an authentic, enduring, and deeply beloved brand. Food & Wine has called him “the punk-rock prince of small-batch spirits.”
So how did he do it? Through practicing brand mysticism, a mentality for all endeavors based on keeping an open mind, taking risks, and developing authenticity—skills that have benefited him in booze, business, and beyond. In this book, he’s sharing this practice with the world. Through lessons (big life things that feel like just cool stories), case studies (how did Sailor Jerry become the punk rock Captain Morgan?), and magical ingredients (what makes a great message sing), Brand Mysticism guides you through the steps it takes to channel entrepreneurial spirit into a brand, a business, a creative practice, or a life that breaks with tradition to achieve the remarkable.