In the 1990s, America's taste in alcohol was changing. And quirky spirits tycoon Sydney Frank knew just what the country needed - a luxury vodka. There was just one problem. Vodka's reputation at the time was... a little rough around the edges. And what little premium marketshare existed was dominated by Absolut. But somehow, Sydney Frank and Grey Goose broke through the noise to dominate the high-end vodka market. So much so that they went from $0 to selling for $2B in an all-cash deal in only 8 years. Unsurprisingly, marketing genius Sydney Frank used psychology and behavioral science to get there - consciously or not. Join me today as I unpack the history of Grey Goose, its innovative marketing approaches, and how understanding customer psychology made it a billion dollar brand.
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