One Day Seminar

The Business of Spirits Masterclass

WEDNESDAY, 11th October 2023 - 9:00 – 17:00 BST

39-45 Bermondsey St

London, SE1 3XF

Reserve your Free Place

In partnership with the Worshipful Company of Distillers (WCD), the IBD is delighted to invite you to attend the 3rd Business of Spirits Masterclass, which takes place in London on Wednesday, 11th October 2023. 

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

There are just 30 places available that will be allocated on a first come first served basis. 

Expert Advice 

The WCD, a London Livery Company dating back to 1638, is bringing together a group of spirits industry experts with extensive experience in senior positions at companies like Diageo, Pernod Ricard and Redburn.

The Business of Spirits experts will share with you 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.

Why You Should Attend the Business of Spirits Masterclass?

  • Learn and discuss how to bring your product to market successfully 
  • Discover how to launch a new distillery and how small distilleries are responding to current challenges 
  • Expand your professional network, connect with industry leaders and learn from other fellow professionals 

What Previous Attendees Are Saying?

Well-informed speakers who communicated effectively. I particularly enjoyed business anecdotes. Fun and enjoyable day that I recommend to others.
Director
New Distillery in Hertfordshire
Really useful information even for small brands.
Co-Founder and Head Distiller
Craft distillery in Cornwall
Extremely useful masterclass as I’m a start-up.
Co-Founder/Director
Independently-owned distillery in Northern Ireland
The speakers were exceptional and the content was engaging and relevant. I really enjoyed it.
Sales & Marketing Executive
Whisky trader with head office in London
A great view strategy without getting too technical in numbers. Great insight into categorising target markets.
Spirit Advisor
World’s largest online retailer of whisky, based in London
Incredible and great presentations. Learn a lot about brands, and failures and thoroughly I enjoyed it.
Mechanical Project Engineer
Global leader of premium drinks
Very inspiring event and actionable information with high calibre presenters. Good to network with peers and presenters. Just the right cohort group.
Energy Strategy Manager
Global online retailer
Brilliant presentations and great examples of success and failure stories. Pure examples of how brand strategy needs to be based on segmentation. Very useful session. It gave me some great ideas as a technical person in the beverage industry on the commercial and marketing aspects I’m not familiar with.
Area Technician
Global drinks producer
The calibre and experience of the presenters were excellent. I felt quite privileged to have been able to attend. Great event. It provided a clear overview of the business overall so definitely an eye opener.
Investor Manager
Global spirits producer

Speakers:

  • Martin Riley - Formerly Chief Marketing Officer at Pernod Ricard

  • Nick Carr - Formerly Global Director of Pricing and Promotions at Diageo 

  • Chris Pitcher - Partner, Consumer Staples Research at Redburn

  • Richard Watling - Formerly Scotch Whisky Global Marketing Director at Diageo

  • Steve Wilson - Formerly Global Innovation Director at Diageo & Owner/Managing Director at Invigor8tion Ltd

  • Abishek Banik - Head Distiller at Copper Rivet Distillery 

Programme

9.00 - 9.15. Welcome and Introduction to WCD by current ‘Master’

MASTER CHRIS SEARLE

13.30 – 14.30.  Consumer Segmentation.

Brand examples and simple verbal case studies to illustrate brand positioning & messaging.

RICHARD WATLING

9.15 – 9.30. Introduction to the Day

“IT’S ALL ABOUT THE BRAND”:

The global spirits business is very brand focused. A successful brand underpins the commercial and marketing strategy of all spirit companies of whatever size.

MARTIN RILEY

14.30 - 14.50. Tea and coffee break.  Networking with participants and WCD presenters

9.30 – 10.20  Global Spirits Market Overview.  

The global picture is analysed and explained.

CHRIS PITCHER

14.50 – 15.50. Innovation and Development

STEVE WILSON

10.20 - 10.45 Coffee Break: Networking with participants and WCD presenters.  

15.50 - 16.30.  Case Study – “Start-Up”: How to start – a story…

ABISHEK BANIK

 

10.45 – 11.45.  Finance and Pricing for Spirits.  Brand examples and case studies

NICK CARR

16.30 - 16.40.  Summary and feedback.

Any more questions? What will you do with information and & how will it help you?

MARTIN RILEY & PRESENTERS

11.45 – 12.30  Category Segmentation.  

Covers brand differentiation based on actual brand case studies and examples of how brand strategy is based on segmentation of the category.

MARTIN RILEY

16.40 - 16.55.  Evaluation of Day

CLIVE BAIRSTO

 

12.30. LUNCH AND NETWORKING.

One hour for lunch.

17.00 - 19.00. COMPLIMENTARY drinks and canapés. 
Reserve your Free Place