Spirits brands don't fail because of the liquid.
They fail because nobody opens the right doors.
I open doors.
I'm Michele Reina, an independent spirits consultant with over a decade of experience building brands, activating markets, and connecting the right people across the global drinks industry. I work with founders, brand owners, and export teams who have something exceptional in the bottle and need the strategy, the network, and the presence to prove it.
What I do
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Brand Building
From positioning and storytelling to ambassador strategy and on-trade activation. I help brands find their voice and put it in front of the right people.
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Market Activation
Strategy and execution for brands entering new markets. Distribution partnerships, trade relationships, consumer education, and the kind of on-the-ground presence that moves bottles.
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Industry Access
A decade of relationships across the global drinks industry; buyers, press, festival organisers, bartenders, and brand managers across the UK, Europe, Asia, the Americas, and Australia. The drinks world is smaller than it looks, and I know most of the rooms.
Who I work with
I work best with brands that have a clear point of difference and the ambition to match it. My clients are typically:
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Independent distilleries and producers looking to build UK or European presence
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Established brands entering new international markets
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Founders who need senior strategic support without a full-time hire
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Export teams looking for on-the-ground activation in specific markets
If you're not sure whether what I do is relevant to where you are, get in touch.
The conversation costs nothing.
Founder of the London Bourbon Experience.
Speaker at Roma Bar Show, Perfect Serve Bar Show, Stockholm Beer & Whisky Festival, London Craft Beer Festival and more.