Mine goes to eleven.

(More news on my new book Let’s get gorgeous.)

The story begins with one of the main characters is killed by a dead man. At the same time, his friend Mattias, and his older brother, Peter are sitting in Stockholm, finding themselves in ecstasy as they believe they have just come up with a brilliant idea. From that moment and onwards, the story about Camitz Vodka CO2, continues in leaps and bounds, between hope and despair.

The story is about two men and a ghost. The two men have the completely mad idea of challenging the world of vodka with their own brand, a pure sparkling vodka. Peter is a living cliché of an inventor. A hyper-intelligent, introvert mad man who would rather ponder over difficult problems and dream about thunder storms, hail and lightning. Jhoan, the ghost, is the renowned commercial film maker who’s life ended at the height of his career. He viewed all of life as if through a caricature lens, where most things were portrayed as mischief and big laughs. Mattias started his career in the advertising business as a male model (found by none the less than Bruce Weber himself), but who grew tired of flying around the world like a smiling ad and therefore decided to turn it all around and made use of his experience of being directed and started to direct himself, together with Jhoan.

Jhoan’s funeral became the starting point of the new project. They decided to shape the project in honour of Jhoan, as he had meant so much to both of them. Today, the brand carries his name, their shared history (which, among other things, includes near-death memories from the Andes) and the attitude they had shaped over the years, based on uncertainty and steep hills.

Despite a number of dedicated partners, there have been quite a few barriers to overcome. They have been forced to learn all of the industry’s production processes in detail, in order to live up to the expectations. They have gathered insight into the international vodka industry with everything that entails: Codes. Entry barriers. Import. Distribution. And wilful venture capitalists.

They have been faced with physics, chemistry and electronics which all seem to lead a life of themselves. They have had to live through a Stockholm premiere which all ended in a humiliating “puff” due to lack of pressure in the bottles. They have had to witness bankers being sprayed with foam of liquor. Cancelled presentations because bottles of vodka have disappeared in customs. Chinese fortune-hunters who have led them astray. People who haven’t kept to their words and people who have turned deaf and dumb when faced with having to make decisions.

However, turning all the failures into solutions has given them a lot of experience, making them wiser and better than when they started out, and finally it looks as if they have made it. A glance in the rear view mirror also shows that their stubborn fight have resulted in stricter handling of the rules within the food and beverage industry. And, today, people actually seriously view Camitz Vodka CO2 as becoming one of the best vodka brands in the world.

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

• Let’s get gorgeous: A new book on vodka.
• The rascal. (Chapter 13)
• The idiot’s guide to marketing. (Chapter 39)
• The curious fool. (Chapter 48)
• What if…? (Chapter 1)