Page 91 - BWA FEB 2013
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February 2013
| Business World Magazine | 91
much as 100 independent contractors. He is
currently seeking additional sales representa-
tives and distribution agreements. Licensed
sales reps can garner up to 40% return from
sales, and unlike alcohol, Arkay isn’t con-
strained by strict market regulations allow-
ing it to be sold virtually anywhere. In fact,
many sales have been generated via Arkay’s
presence Online at
.
com. Now, it is fair to note that some of the
product reviews have been less than favor-
able. Arkay has provoked wrath from some
whisky die-hards, including manufacturing
associations in Scotland who take great of-
fense to anything as whisky-flavored which
doesn’t actually include whisky. Grattagliano
is undeterred by such consternation. Though
he has profited significantly from this ven-
ture, he says the real value comes from pro-
ducing a product that is safe to drink, thereby
allowing consumers to avoid health or judi-
cial perils. He shares a story about a friend in
Colombia, who after a night of drinking, was
in a car crash which left him crippled for life.
His hope is that Arkay will provide an alter-
native that helps people steer clear of pitfalls
associated with alcohol. “If I could help save
one person’s life, it will all be worth it,” says
Grattagliano.
In a study of 147 countries conducted by
the World Health Organization, it was de-
termined, annually, there are more than two
million deaths attributed to alcohol use.
Though Arkay has already proven solid as a
business model, if it can additionally serve to
diminish such dire instances of death, it will
further prove deserving for all to raise a glass
and toast to its success.
