Dennis Rodman’s Bad Ass Vodka

Mr. Johansson is the founder and CEO of AB Partners, who owns Dennis Rodman’s alcohol rights and is producing his Bad Ass Vodka line. The brand has managed to grow both domestically as well as internationally, and has managed to harness Rodman’s celebrity and persona into a very edgy product. The company was also faced with serious adversity after Rodman’s trips to North Korea, and especially so after the last trip and the interview Dennis did with CNN.

 

Mr. Johansson together with Rodman and his team, created the product from scratch, including sourcing all the different components (glass, corks, liquids…), deciding on the branding and marketing strategy, building distribution both in the US and internationally, as well as navigate the legal minefield surrounding the spirits industry.