Mine goes to eleven.

Two guys, a ghost and a bottle of booze: The story about Camitz Vodka CO2.

By Per Robert Öhlin.

Powerful men and women in the international liquor establishments are cringing and cowering ahead of the inevitable humiliation of once more being put firmly in their place by a small Swedish company, a company that no one has even heard of.

The last time it happened was when Absolut redefined the world’s liquor map. Change is, of course, not at all to the liking of the liquor executives, especially when it comes from a little upstart like Sweden.

Let’s get gorgeous is on the surface a story about two guys, a ghost and a bottle of liquor, a battle to realize an idea that nobody believed in, a case study of modern marketing without dosh.

The subtext concerns the eternal conflict between common sense and emotions, money and innovations, profit and comradeship, security and the dream of doing something completely amazing.

If you didn't like this post, you'll probably hate these:

• Three lives crammed into one post.
• Let’s get gorgeous: Content.
• What if…? (Chapter 1)
• The curious fool. (Chapter 48)
• The rascal. (Chapter 13)