The Modern Mann

The story behind Baileys, the blockbuster booze brand, is unexpectedly lo-fi. It was invented not in Ireland but in London’s Soho, with ingredients purchased on impulse from a corner shop. David Gluckman was one of the creative team who, by mixing whiskey and cream, unwittingly spawned a new sub-category of drinks - Irish chocolate cream liqueurs - which went on to sell billions of bottles. In this interview, he tells Olly Mann how a disparaging focus group, some drinking policemen and a Jewish restaurant all played their surprising part in alcohol history. David’s book, 'That Shit Will Never Sell', is available now at thatshitwillneversell.com, and includes the stories behind countless other drinks brands he's had a hand in, including Smirnoff Black Label, Tanqueray 10, Sheridans, and Purdeys. The booze theme continues in this week’s Zeitgeist, recorded at the Craft Beer Rising festival in London’s East End. Therein, Ollie Peart predicts the hipster trends about to go global: barrel-aged beer such as Adnams’