Inside The Bottle Updates: Barnes & Noble, Goodreads, and More

Thank you to everyone who has purchased Inside The Bottle: People, Brands, and Stories.

I’m thrilled by the positive comments and feedback. Thanks especially to those who took the time and trouble to write a review; it has increased the book’s visibility and audience. I am most grateful.

Your reviews are a powerful way to improve the visibility of my book inside the vast marketplace of Amazon and I appreciate all who have taken the time to write one.

Speaking of visibility, the book was recently picked up by Barnes & Noble which is an immense honor. You can now purchase the book via their website.

I have also launched an author page on an important book social network, Goodreads. If you are a member of that platform please follow my page, perhaps add the book to your reading list, maybe suggest it to your connections, and consider leaving a review.

Speaking of reviews, thank you to F. Paul Pacult and his Spirit Journal for this wonderful write up:

For anyone in the beverage alcohol business, blogger and former Seagram Executive Vice-President of Marketing, Arthur Shapiro’s new book is essential and often compelling reading. That’s because Inside The Bottle chronicles many of the salient events that happened from the late 1980s to the present in terms of beverage alcohol brand development, marketing strategies, consumer trends, and behind-the-scenes events.

Shapiro’s viewpoint is unsparing, insightful, and candid in its exposition. His lofty position within Seagram at a crucial time in its history afforded him a unique perspective on the crumbling of the Bronfman Empire. And, his opinions on brand marketing read like a tutorial.

A not-to-be-missed read by anyone who has ever championed a booze brand, taken a hankering to beverage alcohol history, or just enjoyed entertaining “dishing.”  

And last but not least, I want to point you toward a fantastic blog post by Miki Hickel (the illustrator and graphic designer of Inside The Bottle) about her experience putting the book together.

Didn’t order your copy yet? Purchase from the retailers below and check out my page on Goodreads.


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Now On Tap…

Inside the Bottle Available on Amazon

Well folks, it finally happened. My first book, Inside the Bottle: People, Brands, and Stories is now on Amazon in both print and eBook versions.

Some of the early reader reviews have been great and I hope you’ll check it out.

Click here to learn more. Or, go directly to Amazon.wholecover-mockup

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Why don’t you write a book about the booze business?


Well, I just have.

Coming Soon. Inside the Bottle: People, Brands, and Stories

Ever since I began this blog, writing a book has been a goal of mine. After 5 years the time has come, as I get ready to publish Inside the Bottle: People, Brands, and Stories.

Some of my friends have asked, “Is this a tell all book?” You’ll have to read it to find out. Seriously, to some extent it is. Hey, it’s the booze business and I have some 30 years of crazy and wonderful stories, experiences, and lessons learned to share.

As a reader of this blog, you are probably aware that despite its growth, the spirits industry 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 into a world most people know little to nothing about.

Some of you will love the chapter on Seagram (or maybe not); several will enjoy the marketing and sales battles described; many will like the brand building and destruction escapades; and most of you will laugh at the (sometimes) silliness that takes place in the booze business.

I hope you’ll check it out. Might even make for a good holiday gift.

I’ll let you know when it’s available for purchase.

(Click here for more details.)

Some early reviews:

Arthur has one of the best marketing and brand building minds in the spirits industry; this book gives a true insider’s look into the fascinating world of the spirits business. Its candor and humor are refreshing as well as entertaining; such a book is long overdue.

– Mark Brown, CEO, Sazerac Company

A very nice balance of real business “insight”…and really fun stories that give you a feel for this unique trade…I highly recommend it to anyone and everyone thinking of going into the booze business, or even into or even into any consumer business in general—as well as to a wider audience of people who think, “How did that bottle come into being?”

– Elwyn Gladstone, Founder Biggar & Leith, former head of marketing at Proximo Spirits

Arthur Shapiro is the Tom Wolfe of the Booze Business, chronicling both its fashions and its absurdities in an engaging and entertaining manner.

– Richard W. Lewis, author, ABSOLUT BOOK, and former Worldwide
Managing Director, Absolut at TBWA Chiat Day

A charming, informative and highly readable glimpse behind the curtain of the booze business…An essential guide to the dirty little secrets of the booze business…The kind of book all alcohol companies should hand out to new employees on day one.

– Emily Pennington, Managing Editor, Wine & Spirits Daily


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