brand mysticism: cultivate creativity and intoxicate your audience

＂An irreverent and wide-ranging treatise on concocting a brand, distilling a message, and serving up ideas in business or in life, from the marketing mastermind behind countless iconic booze brands.＂--Provided by publisher.

Steven Grasse is the founder of Quaker City Mercantile and the creator of Hendrick’s Gin, Sailor Jerry Rum, Art in the Age Spirits, and Tamworth Distilling, among many others. He’s helped revive brands such as Narragansett, Miller High Life, Guinness, and Pilsner Urquell. He is the author of The Cocktail Workshop, The Evil Empire: 101 Ways That England Ruined the World, and Colonial Spirits: A Toast to Our Drunken History.

Aaron Goldfarb is a novelist, author, and journalist, who frequently writes about the spirits industry and drinking culture for Esquire, Playboy, PUNCH, and VinePair. His two most recent books are Hacking Whiskey: Smoking, Blending, Fat-Washing, and Other Whiskey Experiments and Gather Around Cocktails: Drinks to Celebrate Usual and Unusual Holidays. His 2018 VinePair article on Grasse, ＂How Do You Make a Booze Brand Go Viral?,＂ fittingly, went viral itself and has since been shared online hundreds of thousands of times.