No one exemplifies that better Roux himself. When Absolut first hit the market he roamed the country with a bottle ready for the giving to introduce it to consumers. Ultimately Roux developed the world famous "Absolute Absolut" print campaign that showcases the bottle through local or national landmarks of icons in a quirky sort of way. But after creating the template of print-based, iconic brand-building with Absolut, Roux lost the import rights to Seagram in 1994.

"I was amazed to create ambassadors of Absolut around the world," the French-born Roux said. "We created a loose network of human communication. You have to begin by not pulling a fast one. You should never think about the rewards, you should think about the building process. Otherwise, you get preoccupied with the rewards."

"He is truly a marketing genius," said a marketing executive at Seagram's. "He really laid the foundation with Absolut as the introduction of Americans to a premium vodka, which was relatively unknown at the time. He was the person that gave Absolut its start and we have built on that foundation. But he is clearly the person that deserves the credit."

The same patience philosophy behind brand building helped push Stoli and Bombay sales significantly between 1994, when Carillon acquired the vodka, and 1997, according to New York-based Adams Media Inc., which tracks spirits sales. Stolichnaya climbed 15%, from about 950,000 cases annually to 1.13 million under Roux. For Bombay the approach was even more effective. Sales rose 131%, from 108,000 to 250,000. In 1997 sales for Stolichnaya and Bombay jumped 7% and 54.3%, respectively, compared to 1996. Further, Adams projects that for 1998 Stoli will realize a 15% jump and Bombay another 45% boost.

Now, Roux seems unfazed, albeit saddened, by the recent string of developments since the Diageo merger. "I will retire for about six hours and recharge my batteries," Roux said sitting in Carillon's Teaneck, N.J., offices, expected to close by the end of the month. While others might wallow in the aftermath of such business fallout, Roux sees the developments as an opportunity to begin anew.

"I am an earth man," he said. "The most important thing in my life is to plant trees. I love the excitement of growing something." Every year Roux plants two trees at his homes in Florida and France. He also enjoys mixing. "In some ways I think I am a little bit of an alchemist. I like to experiment with herbs and spices."

How quickly should the industry ready itself for Roux's next alchemical venture? "As soon as I am Liberated from here," he said with a smile.