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Inside The Bottle

People, Brands, and Stories

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Inside the Bottle: People, Brands, and Stories is an intimate and informative behind-the-scenes window to the global liquor and wine business by one of the industry’s leading marketing gurus. As an industry insider and publisher of the popular blog, Booze Business, Arthur Shapiro provides a unique view that appeals to a diverse audience. Marketing, alcohol, and short story enthusiasts alike can learn from and laugh along with Shapiro’s experiences. Inside the Bottle gives a sometimes shocking look at the U.S. alcohol industry in a conversational and entertaining style. It focuses on the ke...

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Arthur Shapiro has been a senior executive and consultant with the world's leading spirits and wine companies for 30 years. During this time, Shapiro held top management positions with Seagram Spirits and Wine, including a decade as head of marketing for the U.S. and the Americas. Other marketing assignments in the U.S. and globally included: New Products (U.S.), Marketing Services (Global), SVP Marketing (Asia), and EVP Marketing (U.S.). While at Seagram he was chosen to Ad Age magazine's Power 50 and Marketing 100. In 2002, Arthur founded AM Shapiro & Associates, a consulting company with expertise in both the spirits business and general consumer marketing. His clients have ranged from the large multi-nationals liquor companies to those in startup modes. He is widely known and respected in the spirits and wine industries. Currently, Shapiro is a part-time marketing consultant with a full time passion for storytelling. In 2010 he being writing and publishing his stories, strong opinions, lessons learned, and commentary on his popular blog, Booze Business. Mr. Shapiro began his work life in marketing research and public opinion polling working for such companies as Yankelovich, Skelly and White and the Roper Organization. Inside The Bottle, delves deeper into the people, brands and stories that abound in the alcohol industry. As he describes it, "The spirits and wine industry is fascinating. It's an industry that, despite its size and growth, is small. It's a business of people, relationships and stories... lots of stories. It's about marketing and sales; about brand building; about brand image and product excellence. It's also a window on a world most people know little to nothing about." In addition to writing about the industry, Arthur is also a playwright and member of the Dramatist Guild. More recently, he has turned his attention to filmmaking and screenwriting and is a founding partner of Warwick Street Productions. He is a native New Yorker and currently lives with his wife on the Upper East Side of NYC. Arthur is an alumnus of Hunter College (City University of New York) and has an MBA from Fordham University GBA. He has taught marketing and marketing research at Fordham in 2005. Inside the Bottle: People, Brands, and Stories, is his first book.