NOW ON TAP: Inside the Bottle

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 key players, their relationships, and stories. It’s about marketing and sales, brand building, image and product excellence, and what it takes for a brand to win. It’s about how a successful industry has evolved and been fashioned.


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 coming 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