I work in distilled spirits across the value chain, from production reality and regulation to market behaviour and evaluation.
My background spans premium on-trade operations, international brand and trade marketing, market entry strategy, and category governance. Over more than two decades, I have worked across Europe, the Middle East, and Asia, operating at every level of the business: service, training, brand building, distribution strategy, and international evaluation frameworks.
My work is shaped by how spirits are made, positioned, and sold. I treat these as one system, not separate concerns.
I am currently Director of the Spirits Selection by Concours Mondial de Bruxelles, where I oversee the strategic development of one of the world’s leading spirits competitions. In parallel, I author the Spirits Guidelines, a technical reference designed to anchor judging in production method, legal definition, and category logic. I also serve as a Rectifier of the Gin Guild.
My work is not advisory in isolation.
It is vertically integrated across the full value chain:
From raw material to medal