My new book.

This is the true tale about two guys, a ghost and a bottle of booze.
A battle to realize an idea that nobody believed in.
A case study of modern marketing without dosh.
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 no one has even heard of.
The last time it happened was when Absolut Vodka rocked the world.
Change is, of course, not at all to the liking of the liquor executives.
Especially when it comes from a small, independent upstart by some unknown entrepreneurs.
The subtext concerns the conflict between common sense and passion.
Money and innovations.
Profit and comradeship.
But most of all this is story about fulfilling ones dreams.

It’s easy to write about success when it’s already happened.
The bookshelves are crammed to the hilt with retrospective tales of success from the likes of The Economist and Absolut Vodka, narratives about succesful entrepreneurs and brands that have become a part of our culture.
It’s an another thing altogether to write about an idea – not introduced on the market and not yet presented to the most cynical of juries:
Namely the conservative capitalists and the fastidious consumers.
Why in God’s name should I take on the thankless task of predicting something as rash as a future success?
Simple. The idea was titillating.
Somewhere, somehow I believed in this crazy idea.
Besides, there is always the chance that my intuition could be right.
If I’m lucky, Camitz Sparkling will be a worldwide success.
Time will tell.

The story that unfold between the black velvet covers follows the classic structure.
The plot: about alienation, cowardly monopolists and bothersome molecules.
The challenge: about power, territory and chicks in bikinis.
The journey: about sudden death, treacherous agents and a bun in the oven.
The torture test: about kidnapped brands, investigative journalism and a thoroughly decent hangover.
The lesson: about plans, reconstruction and a manic manifesto.

And it’s a typical hero’s story.
You know the formula:
Strong need. Conflict. Two steps forward, one step back. Joy and sorrow.
Who will triumph? The giant or the underdog?
And most importantly: what will they learn along the way?
The structure of the story emerged from an approach that made the hair on my neck stand up:
Was there an idea in all the hinderance facing our heroes?
What if each chapter was titled as an expression of that frustration?
“No!”
“Shit!”
“Damn!”
“Ouch!”
“Argh!”
And so on.
Wouldn’t that be cool?
Buy the book and see how far it went.