LEADERSHIP & STRATEGY
resonates with people in 2018 .”
And resonate it does . Producing a gin , vodka , rum and a limited-edition whiskey , Bogart Spirits is selling in increasing volumes , with each bottle featuring Bogie ’ s image , signature and a famous quote . Having first launched in the United Kingdom , then arriving in the US late last year , demand has seen the brand acquire its own dedicated distillery in California . At the time of writing , it has already been upsized three times .
Big business Born and raised in the Netherlands , de Klerk came to the States for love ( his wife is American ), and practiced law until a friendship with Audrey Hepburn ’ s oldest son saw him introduced to the late Bogart ’ s son Stephen . Taking the CEO role in 2009 , de Klerk initially used his legal know-how to “ clean up the landscape ” for the Bogart Estate , taking action against companies looking to make a fast buck off Bogie ’ s image without permission . Then he set about building the business .
While in some states it remains a free for all , California protects a celebrity ’ s right to publicity after death , passing this on to their estate . It ’ s big business – in 2017 alone Michael Jackson made $ 75mn , topping Forbes ’ list of topearning dead celebrities for the fifth consecutive year . Elvis , who left the building in 1977 , made $ 35mn .
For Bogart ’ s children , Stephen and Leslie , the business of Bogart will always come secondary , according to de Klerk , “ to protecting and promoting their father ’ s legacy .”
“ This type of business will open you up to the criticism of fans who ’ ll say , you know , ‘ Bogart wouldn ’ t do this or like that ’,” he admits . “ But what I say to that is when Bogart was alive he was associated with plenty of advertising campaigns . He certainly wasn ’ t averse to associating his name with commercial undertakings . And , perhaps more importantly , it ’ s the Bogart family that benefits from this , and the proceeds fund our efforts to make sure each new generation of film fans learns of his legacy . Stephen and Leslie , having discussed this often with their mother , Lauren Bacall , are convinced Bogie would get a big kick out of our efforts .”
“ The key , always , is to be authentic , to be fair to his legacy , and to be fair
12 February 2018