How did Sidney Frank create Grey Goose, according to Shaan Puri? — Jack Butcher, Shaan Puri and George Mack on Modern Wisdom

Shaan Puri said Sidney Frank built Grey Goose backwards in his seventies. Frank priced it 50% above the most expensive vodka on the market, then designed a bottle taller than the standard shelf so it could only sit on the top shelf, and only then sent people to France to find the vodka, betting that French vodka would sound better than Russian.

Before Grey Goose, Puri said, Frank turned Jägermeister from an after-dinner digestif nobody wanted into a college-town drink by marketing it as an aphrodisiac.
Puri said Frank started in spirits after a falling-out with his father-in-law, who was in the same business.

▸In their words

“What's the price? He's like, great. We're 50% more than that.” Shaan Puri · at 59:06 — open in the transcript →

Source: our own transcription of the episode. The full conversation is on Modern Wisdom (2026-10-26). Read the whole episode summary →

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