In this exclusive interview, Joseph Whittaker, Global Brand Ambassador for Berry Bros. & Rudd, shares insights into trade sales and industry trends. Joe brings 18 years of expertise in the beverages industry, providing unique insights into handling trade sales challenges and defining spirits market trends.

Please introduce yourself and your journey in the drinks industry and the UK market.

My name is Joe Whittaker, and I am the Global Brand Ambassador for Berry Bros. & Rudd. I have been working in the drinks industry for 18 years, on and off. Starting at Yates’ in Camberley at 18 years old, I have moved around the hospitality industry, working in cocktail bars, sports stadiums, hotel bars, and more. After 14 years behind the bar, I transitioned to sales at BB&R, where I worked with our spirit portfolio before having the chance to represent this historic and prestigious brand as their Global Brand Ambassador. I now work with our amazing independent bottlings and spirits. Over this time, I have been lucky enough to try and explore many great spirits and am always looking for interesting and delicious options.

Image: Joseph Whittaker

How does your expertise uniquely position you for a role in trade sales and supply at BBR?

Drawing from my extensive experience in various establishments, including my time at BB&R, I've had the privilege of immersing myself in a wide spectrum of spirits and flavors. I meticulously evaluate taste profiles and quality, a critical step in curating selections for bars and representing the fine bottlings that have been carefully chosen by Felix Dear and our team at BB&R. Collaborating closely with colleagues, I've had the opportunity to sample and analyze spirits from across the globe, deepening my understanding of their character and nuances.

My qualifications, coupled with years of hands-on experience working with diverse brands and products, have granted me a unique insight into the industry—a depth that only time and practical involvement can provide. Embracing the dynamic nature of this field, I recognize that learning is perpetual. The evolving nature of the industry fuels my passion, as there's always more to discover and understand.

Image: The Spirits Shop will be located in St James’s in London

Offering guidance for entrants, how can they craft submissions that not only stand out but also align seamlessly with the competition's commitment to discerning tastes?

For participants entering the London Spirits Competition, creating submissions that genuinely stand out involves a meticulous selection process when choosing a product. Consider the item in your range that boasts a complete balance of flavors, rather than solely focusing on your favorite or best-selling product. You aim to impress the judges with your craftsmanship and skill in producing products that showcase your expertise in crafting exceptional liquid. Most importantly, submit products that exemplify the very best of your brand, rather than selecting based solely on what you believe might impress the judges. It is always better to be true to yourself.

Image: London Spirits Competition

How can a brand proceed with a sustainability initiative if they’re looking for UK distribution?

Sustainability is currently one of the hottest topics in the world and the industry today, and rightfully so. As an industry, we need to examine how we can enhance our practices, whether through small or substantial changes, to improve the production of the fine spirits we all cherish. Numerous brands are already taking steps such as procuring organically grown, sustainable raw materials and collaborating with distilleries that are implementing positive changes. Consider switching your bottles to be 100% curbside recyclable and reassess the necessity of additional packaging for both your brand and consumers.

Image: Different Beverage Packaging Type | Source: Alko

Not every change requires investing millions of pounds in new heat sources and equipment, but through accumulating various small changes, they can collectively result in significant progress. At Berry Bros. & Rudd, we have worked hard at showcasing the commendable efforts made by companies towards change with our recent Collective #1: The Pioneers and the one thing we have learned is that they are all willing to share their ideas with the community and the world; all it takes is asking.

In shaping the competition's future, how do you plan to contribute to educational initiatives, promoting excellence and innovation within the industry?

As the Brand Ambassador for one of the world’s most prestigious wine and spirit merchants and independent bottlers, my team and I have a unique opportunity to champion the excellence and innovation prevalent in the industry today. We curate releases and carefully select partners, utilizing our voice to bring together like-minded individuals and producers to showcase their work and introduce new audiences to their brands.

Through these releases, I collaborate closely with the industry, shedding light on the craftsmanship and stories behind these exceptional producers. By sharing the unique processes involved in creating these products and highlighting diverse methods used to craft outstanding spirits, we aim to inspire the exploration of new initiatives and attract more enthusiasts to discover the marvels of this fantastic industry.

Image: London Spirits Competition

Reflecting on past experiences, how have your involvements in competitions like these presented networking opportunities, and how can participants leverage these connections for growth?

Participating in competitions like these and other opportunities to bring like-minded individuals together is invaluable. Spending time with your peers, judges, mentors, and industry professionals helps build relationships and connections in a way no other situation can. It gives please a chance to share ideas, gain insight into how people have different opinions, and bring the industry closer together. It also opens up the work to support systems, and advice and opens doors to new ventures, and opportunities, as well as establishing yourself and your brand to an engaged audience.

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