Why me?

Generous Spirits builds on my 25+ years successful leadership experience in global beverage companies, delivering transformation in businesses, premium brands and teams.

I am not a career consultant and consider myself an advisor rather than a consultant. I offer pragmatic advisory support that works, based on my own experience as a leader in this space. 

This includes my role as Chief Executive Officer for Compass Box Scotch Whisky between April 2022 and February 2025. This was after helping a PE firm raise the funding for the acquisition of the business. Together with a brilliant Leadership Team that I recruited/developed, we dealt with the legacy issues that had been preventing the business from scaling. Prior to Compass Box, I have served on the Executive Board for 3 large global Beverage Companies. I have delivered in roles such as President for Incubation Brands (effectively a start-up) and Global Commercial Development for Bacardi, Chief Operating Officer for Suntory Beverage Food for Africa, Middle East and Caribbean (a start-up), Chief Marketing Officer for William Grant & Sons, Managing Director for Bacardi Global Travel Retail (a start-up), Commercial Director for Bacardi Brown-Forman Brands (which was then a new arrangement).

I currently proudly serve as the Chair of the Board for the Cotswolds Distillery and as Non-Executive Director for Santa Teresa rum and have previously served on other Boards.   

I have had significant success in transforming small brands or business units into something that is sustainably much bigger, turning round underperforming brands and fixing legacy issues that have prevented growth. Some of the brands include Compass Box Whisky, Hendrick’s gin, Santa Teresa rum, Grey Goose vodka, Glenfiddich single malt whisky, Bombay Sapphire gin, Tullamore Dew Irish whiskey, Bacardi rum, Monkey Shoulder blended malt whisky, Angel’s Envy bourbon, Lucozade and Orangina to name but a few.

I have worked extensively globally but in particular in Europe, USA, Africa, Australia and Global Travel Retail. Although proven in General Leadership roles, much of my experience has been in marketing and in commercial leadership roles. I have an intuitive feel for brands. I love crafting/communicating a simple, compelling and choiceful brand strategy and bringing it successfully to life via communications, experiences, innovation etc. However I get my energy from being on the frontline and engaging directly with consumers, bartenders, customers. Nothing magical ever happens from behind a desk. Success boils down to consistently good execution – especially in the right bars, shops and e commerce sites. 

I have led acquisitions/the subsequent business integration in markets as diverse as Ireland and Nigeria. I have also successfully integrated major brand acquisitions in single markets and globally.

Through lived experience, I understand the joys, challenges and pressures of being a senior Leader in different ownership structures.

WHO DO I WORK WITH?

- Founders of premium drinks brands looking to scale.
- CEOs/Leadership teams navigating growth or change.
- Investors supporting drinks businesses.
-Businesses preparing for investment, expansion of exit.

HOW CAN I HELP YOU?

I am often brought in when a business
- Needs a credible growth strategy and/or needs to action growth drivers to deliver sustainable, market-leading growth.
- Has a Brand that needs (re) positioning to make it more differentiated, relevant and appealing.
- Needs a clear and actionable route to market plan.
- Wants to enter new markets.
- Has to improve profitability.
- Needs support on pricing, packaging, innovation.
- Wants an objective review of their growth capabilities including leadership team.
- Needs to improve organisational culture and behaviours

I work either as a Board Member, on an ongoing number of days per month or on significant one-off projects.     

Generous Spirits has a tribe of talented people to call on if needed to supplement resources on any project.   

I am delighted to have supported a number of incredible businesses that are growing rapidly in the short-term and helping them build the foundations for significant long-term success.