WHAT I DO
Work
Accountability to the market, measured by sales, repeat purchase,
and survival outside theory.
Foundation
Formed in premium on-trade environments, brand activation, and international sales.
Market-facing
Positioning tested through menu placement, pricing, back-bar logic, and distributor incentives.
Translation
Production detail translated into language the trade can use, without distortion.
Brand & category logic
Alignment between method, claim, price, and expectation.
Premiumisation only works when it is structurally justified.
Classification work
Category structures and technical guidelines grounded in regulation where available, and in documented market reality where it is not.
Public engagement
Work with public authorities where regulation, practice, and contemporary production diverge.
Objective
Coherence. Definitions and rules that are defensible, workable, and intelligible.