Richard Horwell has spent nearly all of his working life in FMCG, over 35 years living and working in the UK, USA, Australia and the Middle East. In 1999 he won Electrical Product of the Year for his ‘VinChilla 4 Minute Wine Cooler’, against many major players in the Industry. In early 2002 he sold out of the company and moved to the US, then later to the Middle East. Missing the UK, he then returned to set to focus on the Food & Drinks Industry. Since this time he has been behind the launch of over 200 brands in food and drink, and most of these brands have been fully developed and branded by him and his team. Plus building up and selling his own brand Ibiza Ice “The reason behind this book is to show anyone thinking about developing their own drink how incredibly hard this industry I see so many businessmen and their families invest everything they have into a brand and then it fails. This book will open your eyes to the challenges and pitfalls you may face, along with the shortcuts to help.”