Author(s): Justine Troy

Business

If you haven't heard of the success of 42 Below Vodka you must have been living under a rock! 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 shock-and-awe advertising campaigns and the fact that it would go on to beat the world's great brands in international vodka competitions. But the most remarkable thing about 42 Below was the way it stole the world's bartenders' hearts and eventually attracted the attention of liquor giant Bacardi, which paid millions to buy the brand two 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 - little Kiwi battler. First published April 2004.