Spirit Cartel

011–2014 | Co-Founder & Managing Partner, Spirit Cartel

As a founding partner of Spirit Cartel, I was the driving force behind the creation of a bold new kind of drinks agency - one that combined rebellious edge with deep industry insight to champion premium, under-the-radar spirits. From the ground up, I crafted the agency’s creative identity, tone of voice, and visual language, building a brand that resonated with both cutting-edge bartenders and influential national buyers.

I personally sourced and negotiated exclusive UK distribution deals with independent brand owners across the globe - bringing to market a curated portfolio of world-class, new-to-UK spirits. Beyond the contracts, I developed and implemented full UK brand strategies for each label, including market positioning, creative direction, and go-to-market plans.

Under my leadership, Spirit Cartel established itself as a disruptor in the industry - an agency with personality, credibility, and a knack for turning niche products into cult favourites.