Additionally, Frank clearly understood that you’re only as good as the people you hire, and Frank had some good people lined up in France. There was logic to Frank’s reasoning - France has centuries of spirit making expertise, as well as some of the finest wheat and water in the world.
If that wasn’t enough, he decided to shock people even more by producing his vodka in France, despite Poland, Russia or even Scandinavia being traditionally identified with vodka production. Frank decided he was going to make the “world’s best tasting vodka”, and was convinced that people would spend $30 to drink a superior tasting spirit made from the best possible ingredients.Īt the time, premium vodka was a ground-breaking concept, but Frank had a gut instinct for what would sell. Absolut was a pop-culture sensation but selling for a mere $15 per bottle. Sales went through the roof.įrank’s next venture was into high-end vodka. He toured America, using his Jägerettes to persuade college boys to switch their shot of choice to Jägermeister. Frank’s first triumph was with Jägermeister, where he employed the fool proof marketing campaign of promoting liquor with scantily clad women, “Jägerettes”. Frank was no longer a farm boy, his marriage propelled him to the highest echelons of American society.Īfter a successful spell in his father-in-law’s company, Frank was forced out in 1970, leading him to launch his own company two years later, called ‘Sidney Frank Importing’. Conveniently, Rosentiel’s father happened to be the founder of Schenley Distillers, America’s largest distillery at the time. While he was at Brown, he proposed to Louise Rosenstiel six times, and eventually persuaded her to marry him. Although this might seem quite cynical coming from a man who was actually rather good at earning millions all by himself, Frank was, in fact, speaking from experience.
In a Daily Mail interview, Frank announced that the easiest way to make a million dollars is to “marry it rather than earn it”. Thanks to various other imaginative schemes, Frank raised enough money to go to Brown University, although his funds ran dry after a year (he would later donate $100m to Brown to set up a scholarship scheme to help other students who couldn’t afford the fees). Aged 12-years-old, he built a very long ladder, and charged tourists 10 cents each to climb to the top of a large rock near his house. While some kids might have brought home a bit of pocket money from paper rounds or mowing lawns, Frank had bigger ideas. To properly understand how the Grey Goose brand came about, it’s important to go right back to the beginning - to Sidney Frank himself.įrank was an entrepreneur from a young age.
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