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Vol. II — No. 184Remarkable People · Exceptional CompaniesToday's Edition

keel-vodka

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Legend
Bill Dessel Cut Vodka's Proof - Then Sold the Argument One Shelf at a Time
Founder · Operator · Executive

Bill Dessel Cut Vodka's Proof - Then Sold the Argument One Shelf at a Time

A lawyer, manufacturer and accidental restaurateur saw a missing rung on the drinks menu. KEEL became his thirteen-year lesson in category design, customer listening and the useful art of letting go.

bill-dessel · keel-vodkaRead →
Company
The Vodka That Cut Its Own Proof in Half - And Bet a Company On It
Consumer · Health · Ecommerce

The Vodka That Cut Its Own Proof in Half - And Bet a Company On It

A trio of Rhode Islanders slashed vodka's proof, slapped a nutrition label on the bottle, and called it the Moderation Movement. Here is how the math worked - and what it cost them.

keel-vodka · light-vodkaRead →