Why me?

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

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, 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. 

My most recent role was as Chief Executive Officer for Compass Box Scotch Whisky between April 2022 and February 2025. This is a brand I had long admired. Together with a brilliant Leadership Team, 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 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.

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

How can I help you?

Generous Spirits helps ambitious founders and leaders of premium beverage companies develop appropriate growth strategies, build powerful and differentiated brands and successfully scale their business in an enduring manner. In so doing, Generous Spirits enables the delivery of sustainable, market-leading profitable growth.

I support small or medium premium beverage companies who are ambitious to grow in the right way.  Areas where I can make a difference are company/brand strategy, communications, Route to Market strategy, entering new markets, pricing, packaging, innovation, profitability etc.  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 support on an ongoing basis a number of incredible businesses that are growing rapidly in the short-term and helping them build the foundations for significant long-term success.