He took a punt on a bar with no pints, and it's failed.
Grady Elliot was a brave man trying to entice thirsty patrons to a dry bar on Auckland's K Road, but after just five weeks of business he's already admitted defeat.
Mr Elliot this morning joined Paul Henry to talk about how it was always going to be an uphill battle.
"We don't call it a failure; it was always a trial to start with," says Mr Elliot, who says that one reason the idea didn't work was because of the K Road location.
"It was reliant on a door charge and people buying mocktails, juices and Red Bulls, but people were coming in and just drinking tap water, which wasn't going to pay the bills."
Watch the video for the full interview with Grady Elliot.