Liquid History

Don Dougherty is published on a variety of topics, from business technology to academic philosophy, but the bulk of his published work is in the area of food and beverage. Don served as wine editor for several magazines, contributor to a Japanese sake magazine and as dining editor for a weekly newspaper. He has also scripted segments for several PBS cooking shows. Enjoy a few "rounds" here to get a taste of a few stories that capture the Liquid History approach of combining entertainment with product visibility.

Don Dougherty has well over 20 years of experience in advertising as a copywriter and creative director. While most of his career had been in direct response and B2B he has written for many consumer products including beverages. He wrote one ground-breaking "documercial" for Tropicana orange juice that single-handedly changed the DRTV genre making product placement in documentary style a marketing tool. Try a "round" here to see how beverages can be marketed without undermining editorial objectivity.

Don Dougherty began his career as a copywriter in brand advertising. He later cut his teeth as a video producer and director on travel trade films in Hawaii and then in the early days of DRTV when "infomercials" where more than simply "yell and sell" presentations of consumer products – but could be "info-heavy" half-hour shows on financial services, technology and even products as pedestrian as orange juice. Enjoy a "round" here to see how beverages could be the main course of a very entertaining documentary.