Later this month, creative strategist and Co-Founder of Four Pillars Matt Jones will be launching his first book Lessons From Gin: Business the Four Pillars Way in partnership with publisher Wiley. According to Jones, the book will offer insights into the marketing decisions that helped grow Four Pillars from a small cult favourite into a global powerhouse in the space of a single decade.

“The book is not a memoir, and it’s certainly not the definitive story of Four Pillars Gin. If anyone writes that one day it should be Stuart Gregor,” said Jones.

“Instead this book is an attempt to do two things: First, it’s my take on the decisions we made that helped grow Four Pillars into the world’s leading craft gin business in less than a decade…. Second, it’s my translation of some of those lessons from gin (hence the title) into useful, actionable models and principles that could be applied to any business, organisation or even personal brand.”

According to a media release, the book will offer readers insight into seven key strategies that can be applied to growing any business:

  • Design a brand that tells a story & why it matters
  • Place creativity at the heart of your business
  • Craft product excellence that wins fans & followers
  • Create storytelling & experiences that engage a community
  • while building long-term loyalty
  • Navigate the challenges that come with growth & change
  • Build a sustainable business anchored in values & ambition

Matt Jones said that, “as the person who contributed nothing (literally) to making the gin taste as good as it does (that was all down to Cam and Stu), I think my perspective might be the most relatable to others who also don’t have any gin-making talent, but who do have an extraordinary product and business they want to put on display and make sure it gets the credit (and growth) it deserves.

“The book is full of what I've called 'useful bits' where I break out some of the theory behind the gin-soaked brilliance of Four Pillars Gin.”

Additionally, it will also feature classic and creative gin recipes from the Four Pillars archives at the end of each section “to make the book a triple threat.

“Again, while I can personally vouch for the deliciousness of every drink in the book, I take no credit for the recipes…they were all perfected by folks far more tasteful than me,” concluded Jones.

Lessons From Gin: Business the Four Pillars Way launches globally on 30 October and will retail at $35 a copy. For more information, click here.

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