Sam has worked in the drinks industry for over 15 years, across multiple businesses in retail, on-trade and distribution as a business development manager and consultant. An initial interest in wine brought me to Australia with Vasse Felix before returning to London. Sam has also worked with some of the UKs leading wholesalers specialising in spirits and the on-trade. A focus on building business with spirit brand owners, distributors and emerging brands which later inspired me to create my own agency. In 2021, I joined the IWSC as the Commercial Manager, to drive their spirits division whilst developing the fast growing low & no category. I've consulted on multiple drinks brands from start-up and scale up. In 2023, I helped co-found Kore Drinks - a specialist non-alcoholic drinks agency & distributor. Disrupting a traditional market and developing new business, strategy and distribution for brands.