James has worked across a broad range of categories and business within the industry over the last 15 years in commercial and sales roles.
From Majestic and Sipsmith through Carlsberg and Edrington Beam Suntory, he now manages the UK and Ireland for Vantguard: the Madrid-based super-premium brandowner behind Gin Mare, Curado Tequila and a suite of spirits new to the market.
Continuing to be based in London, he hopes to continue nurturing a passion for building brands from the ground up with several exciting projects in the pipeline.