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Every Bastard Says No

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Every Bastard Says No

By Justine Troy, Geoff Ross

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Format: Paperback / softback, 304 pages
Other Information: photographs
Published In: New Zealand, 06 June 2010
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

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.

EAN: 9781869792978
ISBN: 1869792971
Publisher: Random House New Zealand Ltd
Dimensions: 20.32 x 15.24 x 2.54 centimetres (0.56 kg)
Age Range: 15+ years

About the Author

Geoff Ross and Justine Troy are the husband and wife founders of the revolutionary 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. They live in Auckland with their two young children.

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2 review(s)
All Reviews
Jan Alley on
Highly recommend this book by Justine Troy and Geoff Ross. A combination of a great story plus an engaging writing style - really takes you through their journey. The honesty and valuable insight into the challenges of establishing and growing a business is inspsirational for anyone interested in business.
Donna Shields on
I just wanted to say that I read 'Every Bastard Says No' over the weekend,
and was blown away by your open and honest account of the hardworking
journey you went through.

It has been heartening for a lot of people to hear of your success, and to
be able to read a first hand account provides a generous insight.

Congratulations on all that you have achieved. I'm sure 'Every Bastard Says
NO! will become an invaluable tool to many and help inspire the positive
attitude required that you so well documented.

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