Description
It all started after the French-luxury vodka brand, Grey Goose, announced its $2 billion acquisition by Bacardi International – a jaw-dropping sum for a bottle of imported liquid. Soon, entrepreneur and brand developer, Garrett Green found himself questioning why there was not an American-luxury version of this pristine potion in the market. His entrepreneurial spirit aroused, he quickly found himself in the aisles of a local liquor store, his eyes opening to a world of grandeur painted on the walls above glimmering bottles. They were masterpieces of marketing, whispering promises of a better life, offering glimpses into the realm of the rich and famous. “Brilliant,” he thought, “but unfortunately, not very truthful.”
Illusion of Luxury
A lover of brands but a skeptic by nature, Garrett knew that choosing ‘luxury’ brands do not enhance your wealth, self-worth, or social status. That rather, you are merely buying an illusion. Every purchase seemingly leading only to a lighter bank account and hangovers that blurred visions of the future. Despite an affinity for fine beverages, and the respect he held for his beverage-making peers, Garrett felt a disconnect between the indulgence advertised and the less-than-luxurious rewards that were delivered.
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