What I do and how I do it
I work with spirits brands that need more than advice. They need someone who knows the rooms, knows the people, and knows how to make things happen on the ground.
My work falls into three areas. Most clients need elements of all three, but we start wherever the gap is biggest.
Brand Building
A great liquid is not enough.
Brands that travel internationally need a clear identity, a compelling story, and a consistent presence across every market, every channel, and every room they walk into. I help brands find that clarity and execute it.
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Brand positioning and messaging strategy
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Storytelling and narrative development
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Ambassador strategy and on-trade activation
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Consumer education and tasting programmes
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Content strategy for newsletters, social and press
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Speaker and panel representation at industry events
Market Activation
Opening a new market is not a one-call job.
It takes relationships built over time, a credible presence on the ground, and the patience to work trade channels before expecting consumer traction. I bring all three.
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Market entry strategy and feasibility
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Distribution partner identification and introductions
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On-trade and off-trade channel development
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Event and festival activation - UK and Europe
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Press and media engagement in key markets
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Consumer and trade tasting programmes
Industry Access
The drinks world is built on relationships.
A decade of work across the UK, Europe, Asia, the Americas, and Australia has given me a network that most brands take years to build. I make those introductions, and I know which ones are actually worth making.
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Buyer and importer introductions across key markets
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Press, media and influencer access in the drinks trade
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Festival and event partnerships - CITC, Roma Bar Show, Perfect Serve, LCBF, Stockholm Beer & Whisky, and more
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Trade body and association connections
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Access to the London Bourbon Experience community
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Strategic introductions to brand founders, investors and industry figures
Flexible by design
Every brand is at a different stage. I don't offer fixed packages because fixed packages rarely fit. Here's how most engagements are structured:
Discovery
A single conversation to understand where you are, what you need, and whether I'm the right person to help.
Project
A defined scope, market entry, brand audit, event activation, with a clear brief, timeline and fee.
Retainer
Ongoing strategic support and representation for brands that need a consistent presence in market.
Advisory
A lighter-touch arrangement for brands that need senior input without a full engagement.