One Day Seminar
The Business of Spirits Masterclass
WEDNESDAY, 11th October 2023 - 9:00 – 17:00 BST
39-45 Bermondsey St
London, SE1 3XF
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?
Speakers:
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Martin Riley - Formerly Chief Marketing Officer at Pernod Ricard
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Nick Carr - Formerly Global Director of Pricing and Promotions at Diageo
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Chris Pitcher - Partner, Consumer Staples Research at Redburn
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Richard Watling - Formerly Scotch Whisky Global Marketing Director at Diageo
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Steve Wilson - Formerly Global Innovation Director at Diageo & Owner/Managing Director at Invigor8tion Ltd
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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
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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
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12.30. LUNCH AND NETWORKING. One hour for lunch. |
17.00 - 19.00. COMPLIMENTARY drinks and canapés. |