Maverick Drinks was established in 2013 and is the UK distributor of an outstanding portfolio of craft spirits. We focus on craft spirits because consumers are increasingly looking for products with provenance, authenticity and craftsmanship.
Since then, the business has seen extraordinary growth. We are helping to grow the craft spirits category with a range that brings something genuinely unique and refreshing to a market long-dominated by mainstream brands. We introduce them to bartenders and consumers who appreciate and celebrate the fact that they’re different.
Our approach is working. More and more retailers and bars are growing their craft spirits ranges and Maverick Drinks was named IWSC Spirits Distributor of the Year in 2014, 2016, 2017 and 2018. Our work has been featured in numerous on-trade and consumer lifestyle publications, including The Guardian, The Telegraph, TIME and The New York Times.
We are working with trade organisations and industry bodies to drive awareness of the craft distilling movement.
Brand advocacy team
Head of Brand Development, Co-Founder
With a track record of delivering high-profile presentations and interviews on the subject, as well as being selected as one of only 50 international judges for Tales of the Cocktails, Michael is recognised as one of the strongest voices and a point of reference for the international craft spirits movement.
Brand Advocacy Manager
James has a long and prestigious background in bartending, including as head bartender in Happiness Forgets. During his time as a bartender he picked up various industry awards, and won 2016 Icons of Whisky American Whiskey Brand Ambassador of the Year (Rest of World).
Southern Portfolio Ambassador
A late starter in the hospitality industry, Woffy first got behind the bar in Ibiza back in 2010, but it was in Leeds in late 2012 where things really began. Moving up the ranks at Neon Cactus then on to do the same at The Hedonist Project, and more recently continuing his agave love affair at CHIDA Cantina.
Scotland Portfolio Ambassador
With over 12 years’ experience in cocktail bars, hotel bars and restaurant bars, Dave brings to the team a wealth of knowledge from the hospitality sector. Most recently, he worked in Australia at the multi-award winning Black Pearl (World’s 50 Best Bars) and in his hometown of Glasgow, at The Finnieston. His passion for craft alongside his hospitality expertise make him a huge asset in representing the Maverick Drinks portfolio in Scotland.
Head of Sales
Juan-Marc has over 13 years’ experience in key management roles across sales, marketing and trade marketing for leading global businesses in the drinks industry. In his previous roles, he’s been successful in developing high-performing teams that achieve business objectives and exceed our partners' expectations.
Senior Partner Manager ‒ National Retail
Owen has been in the drinks industry on and off for the last 10 years, starting out with Global Brands in the South West before moving into beer with SA Brain. Most recently, he worked for Maxxium, looking after Waitrose and delivering a series of NPD launches. For Maverick Drinks, Owen will be focused on developing our brands in partnership with our grocer partners.
Partner Manager — Luxury & Independent Retail
Lisa has worked in the drinks industry for over 20 years, having started her career behind the bar of Biddy Mulligans in Edinburgh back in 1997. Since stepping into the world of brands in 2008 with Pernod Ricard and more recently with Bacardi, she has developed a breadth of knowledge across both on and off-trade through a combination of account management and customer marketing roles. Her experience in dealing with high-end premium brands will lend itself very well to the role of Partner Manager for Luxury & Independent Retail.
Senior Partner Manager ‒ Wholesale
Simon has enjoyed over 35 years in the drinks industry and has worked with some of the biggest brands in the world in a variety of sales, marketing, and managerial roles. He understands as well as anyone what drives value for UK drinks wholesalers and will work with them to develop their craft spirits ranges.
Partner Manager — Wholesale
Omar had over 22 years experience running bars in the North East before moving into developing brands with companies such as Global Brands and Heineken UK. Most recently, he looked after wholesale, gifting, online and retail for Composite Drinks Company, a division of Matthew Clark. Omar is going to be growing the Wholesale and Cash and Carry market for Maverick Drinks.
Senior Partner Manager ‒ Managed On-trade
Mike has over eight years' experience working across a variety of customer-focused roles for premium global businesses in the drinks industry. His most recent role was focused on the managed on-trade channel and his expertise will help shape and develop our offering in the on-trade.
Partner Manager - Managed On-Trade
Lauren has over 5 years experience in the drinks industry. She has worked across both the on and off trades, and has historically been heavily focused on London based accounts. Since moving down to the South Coast, Lauren set her sights on returning to the on-trade, and she is delighted to have joined Maverick Drinks focusing on National Hotels, Late Night and Southern Multiple venue groups.
Field Sales Manager - On-Trade
With over 10 years of On-Trade experience, spanning Premium Pub Management, Field Sales Management and National Account Management, Toby has invaluable experience and insight into the bar and pub operations landscape. He has spent the last 4 years in a premium spirits focused roles at William Grant & Sons and will be applying his working knowledge of the channel to help support and grow the Maverick Partner Managers to excel in their respective territories.
Partner Manager ‒ On-Trade (North West)
Over the past 12 years, Phoebe has worked all over the hospitality industry, from running mobile cocktail bar events, to managing small concepts and high-volume bars, to producing and implementing diverse training and development programmes. Over the past 4 years, she has been working brand-side in the North West, helping bars grow their premium spirits range and deliver better education.
Partner Manager ‒ On-Trade (Wales and West)
Harri fell in love with the hospitality industry while living in New Zealand over seven years ago. Since then, she has worked as a bartender in great cocktail bars and restaurants all around the world, returning to her UK homeland 3 years ago to make the leap into on-trade brand building. Harri has recently moved to Bristol to work with the on-trade in the West of England and Wales.
Partner Manager ‒ On-Trade (Central and North Anglia)
David has over 16 years experience in the drinks industry, from bartending in some of Nottingham’s best venues to organising bars at some of the UK’s biggest events such as Henley Regatta and Glastonbury. For the past few years, David has been working brand-side, helping bars to introduce premium spirits and deliver better education, he will continue this work for Maverick Drinks in Central England and North Anglia.
Partner Manager ‒ On-trade (Scotland and North East)
Originally from Surrey, Jody has extensive bar experience, having worked everywhere from popular holiday destinations to upmarket Edinburgh establishments. He started his career working with mainstream brands before realising that the craft side of the industry appealed to him much more. Most recently, he has worked with craft beer and luxury whisky brands and having exposure to so many sides of the industry means he’ll be a useful asset to the bars and bartenders of Scotland and the North East!
Partner Manager ‒ On-Trade (London)
After six years mixing drinks and managing some of Manchester’s best bars, Chris made the switch to brand work in 2014. Moving to London, he was tasked with a number of growing brands in the on-trade. As our Partner Manager, Chris is helping London’s finest drive the craft spirits movement forward.
Partner Manager — On-Trade (Greater London)
It was working in a bar in Australia while travelling that Freddie discovered a love for mixing drinks and the hospitality industry. After returning to London, he continued his drinks making career before moving to the other side of the bar to help build the brands he had grown to love. Freddie has extensive liquid knowledge having sold a wide variety of craft spirits over the past five years. He’ll be driving the Maverick Drinks portfolio forward in the London on-trade
Partner Manager ‒ On-Trade (South East)
Originally from Buckinghamshire, Tom made his way down to Brighton after eight years working in the hospitality industry where he developed an enduring love of fine spirits and cocktails. After settling in the South-East, he continued his career behind the bar, while finding time to write about wines and spirits, and later committing to ambassadorial work for a well-known whiskey company. Eager to further his career in the craft spirit market, Tom has now taken on the full-time role of South-East Partner Manager for Maverick Drinks and has been pushing the portfolio in the area for the last year.
Trade Marketing Manager
Margarita has more than 10 years of professional marketing experience working for a range of multinational corporations including Siemens and Citibank. Margarita joined Maverick Drinks in February 2018 from 3M where she worked for three years in marketing roles in both Milan and London.
Trade Marketing Executive
Claudia has recently moved to London from Zurich where she worked in Burger King GmbH EMEA’s marketing department; prior to her time in Switzerland, Claudia spent 5 years at Coca-Cola in various marketing roles in Sao Paulo. At Maverick Drinks, Claudia will be working in the trade marketing team, developing campaigns for our on and off trade partners.
Partner Operations Manager
Kinga started her experience with distribution during her time at university when she was first introduced to the key aspects of supply chain management. Over the past few years, she has gained significant experience in warehousing with DHL Supply Chain and transport with the VeeTee Group. Joining Maverick Drinks has provided her with the opportunity to expand her knowledge of alcohol distribution and everything that comes with it.
Partner Operations Specialist
Alex joins Maverick having gained experience in both distribution — in the IT industry — and e-commerce, as a Sales Manager for an outdoor clothing company. This is his first job in the drinks industry and Alex is looking forward to expanding his spirits knowledge as part of the Partner Ops Team.
Partner Operations Specialist
Harriet has been working in alcohol distribution for the past six years. With an extensive knowledge of the drinks industry, Harriet joined the Maverick Drinks service team in February 2018 to help provide excellent customer care to our valued partners.
Partner Operations Specialist
Chris is a recent business graduate with experience in supporting large teams within different departments. A quick and eager learner with a passion for delivering great service for our partners, Chris is looking forward to expanding his spirit drinks knowledge as part of the Maverick Drinks team!
Rebecca began her career in the publishing world, managing the international sales for a diverse portfolio of magazines. This has given her an insight into international stock movements and stock management. She joined Maverick in September 2018 and is responsible for stock ordering, movement and forecasting for all products in Maverick’s portfolio.
Head of Marketing
With a marketing career spanning media, finance and events in both London and New York, Anna joined the drinks industry in 2012, heading up the sales, marketing and PR for the IWSC Group’s international portfolio. In 2017, Anna was inducted into the Gin Guild.
Brand Marketing Manager
With a background in content creation, brand strategy and digital marketing, brand management seemed like a logical next-step for Sophie: a job where she could combine the skills she learned in each. She comes to Maverick from Pernod Ricard UK, where she developed and executed brand plans for Absolut Vodka, Olmeca Altos Tequila and Jameson Whiskey.
PR and Communications Manager
Emily started her roller coaster ride through a food and drink PR and Marketing career in 2012, and has since developed and run campaigns with some of the UK’s (and the world’s) largest FMCG brands. Recent work to promote the cognac category to the on-trade in the UK cemented her love for all things spirits.
Starting her career in the music industry, Katie quickly found her real passion (and talent) in events management and has been organising memorable events ever since, including large scale sporting events, (award-winning) pop-up cocktail bars and trade shows.
With a background in drinks and hospitality, Katie started her Maverick Drinks journey just over five years ago having initially working in the wholesale service team. Since 2015, Katie has been responsible for the diverse range of events and activations for the Maverick Drinks portfolio of brands.
Hannah started her career in spirits working for one of the largest retailers in the UK, Master of Malt. With a degree in Creative Advertising and a background in Hospitality and Events, Hannah is responsible for a range of marketing activities including events, promotions and PR.
Despite long having a passion for craft liquids, Jon is a relative newcomer to the drinks industry. A digital native, Jon quickly realised the impact of quality content in building and managing online communities, and its role in achieving business success. He has a proven track record of creating unique content and compelling copy for various hospitality clients, as well as large drinks businesses including Gallo Family Vineyards UK and Miller Genuine Draft.