@tejlalvani: At seventy eight, most people slow down. Sidney Frank built a two point two billion dollar brand. He didn’t change vodka. He changed perception. While others competed on price, he anchored Grey Goose to France, craft, refinement. The bottle felt premium before anyone tasted it. Then he priced it higher than everyone else from day one. The industry hesitated. Consumers didn’t. Price became trust. Eight years later, Bacardi paid $2.2 billion for Grey Goose. The lesson isn’t vodka. It’s understanding how people think, then having the conviction to act.

Tej Lalvani - Dragon & CEO

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Friday 20 March 2026 12:26:01 GMT