One Day Seminar

The Business of Spirits Masterclass

THURSDAY, 7th October 2021 - 8:30am – 5:00pm BST


               FULLY BOOKED!!

THURSDAY, 7th October, 9:00 – 17:00 BST


In partnership with the Worshipful Company of Distillers (WCD), the IBD is delighted to welcome you to The Business of Spirits Masterclass.

This free one-day session aims to complement the technical knowledge that you have acquired during your distilling qualification studies, with the business and marketing expertise that any professional needs to thrive in the industry.

To make this Masterclass possible, the WCD, a London Livery Company dating back to 1638, is bringing together a group of spirits industry experts. These speakers have extensive experience in senior positions at companies such as Diageo, Pernod Ricard and Citigroup.

These experts will share with you as part of a limited number of IBD distilling candidates, their business knowledge and provide you with real-life examples of what makes a successful product and brand before and after its production.

The session will help you have a clear understanding of the global spirits business structure and segments, and the key ingredients to launch new products in a competitive market.

The Masterclass is limited to just 15 participants and has been designed to be interactive to allow questioning when discussing key concepts. The session will be supported by learning material that you will receive before and after the Masterclass and will involve several group exercises along with the chance to feedback and offer comments on the session.

This Masterclass will be also a great opportunity to network and connect with other professionals.


  • Martin Riley - Formerly Chief Marketing Officer at Pernod Ricard
  • Richard Watling - Formerly Scotch Whisky Director at Diageo (Global Marketing)
  • Nick Carr - Formerly Global Director Pricing and Promotions at Diageo 
  • Simon Hales - MD Consumer Staples at CitiGroup
  • Chris Pitcher - Partner, Consumer Staples Research at Redburn
  • Steve Wilson - Former Global Innovation Director at Diageo & Owner/Managing Director at Invigor8tion Ltd



8.30am - 9.00am. Arrival and Registration

9.00am - 9.15am. Welcome and Introduction to WCD - What we all want to achieve today by Jonathan Driver, WCD Master

9.15am - 9.30am. Introduction to the Day: It’s All About the Brand by Martin Riley

9.30am - 10.45am. Global Spirits Market Overview by Simon Hales & Chris Pitcher

10.45am - 11.00am. Coffee Break: Networking with participants and WCD presenters 

11.00am - 12.00.  Finance and Pricing for Spirits by Nick Carr

12.00 - 1.00pm. Category Segmentation by Martin Riley

1.00pm - 2.00pm. Lunch and Networking

2.00pm - 3.00pm. Consumer Segmentation by Richard Watling

3.00pm - 3.20pm. Tea/coffee break and Networking

3.20pm - 4.20pm. Innovation by Steve Wilson

4.20pm - 4.45pm. Summary, Questions and Feedback by Martin Riley & Presenters

4.45pm - Evaluation of Day by Clive Bairsto

5.00pm - Close and Drinks