BOXED VODKA JUST WANTS TO BE LOVED

摘要

When Eric Clappier, co-founder of Griffon Brands, tells people his premium vodka comes in a box, "half of them laugh in my face," he says. He doesn't think it's so funny. The boxed version, in his view, is more practical: "It's ideal for tailgating, the beach, or the pool. You don't have to worry about glass shattering." But the product hardly sells itself; Clappier spends most of his free time driving from town to town, hawking boxes in person. "We are so unique that you have to be on the ground, in grocery stores and liquor stores and bars, converting one person at a time," he says.