Up until the mid-80’s, the German herbal alcoholic drink Jägermeister was an obscure specialty brand in the U.S. relatively unknown to the mainstream market. Then the late Sidney Frank promoted Jäger as a party drink to the college crowd, and sales shot through the roof. In the mid-90’s, he went one better by marketing Grey Goose vodka—a concept he created and named from thin air—at a price point nearly double that of the leading brand of the time, Absolut.
How did Frank, dubbed the Cocktail Creationist by New York magazine goose up such super-premium success, eventually selling the French-made vodka for a giddy $2 billion in 2004?
Quite simply, Frank spun one helluva brand story. But did he fake out consumers with a story created from scratch?