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The Business of Spirits 2026 SOLD OUT
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EXCLUSIVE TRAINING COURSE OFFER FOR GIN GUILD MEMBERS AND THEIR TEAMS
The Gin Guild are delighted to once again partner with the Worshipful Company of Distillers to offer our members and their teams access to this free one day course on 30th April 2026. It covers a wide range of useful topics to those in the distilling industry on the day of our Spring Installation and Gin Industry Annual Dinner
The aim of the session is to complement the technical knowledge that those in a distilling business acquire with the marketing and business expertise needed to create a brand and bring products to market successfully.
Our experts, with extensive experience in senior positions at companies such as Diageo, Pernod Ricard and Redburn, provide their business knowledge and bring real-life examples of what makes a successful product and brand before and after its production.
This masterclass allows you to meet other Gin Guild members and their teams and expand your professional network, all before enjoying the celebrations of all things Gin at the Gin Industry Annual Dinner at the magnificent Guildhall.
Feedback from previous sessions:
- Thank you for organising The Business of Spirits seminar last week. I found it incredibly informative and inspiring to hear from so many distinguished names within the industry, and from speaking to colleagues I know they enjoyed it just as much as I did. I’m sorry I was unable to attend the dinner in the evening, it looked like a fantastic night. Thanks again.
Joe, Sipsmith - A great day with a great mix of content, Thank you!
Andrew, Sky Wave Gin - Just a quick note to say thanks for everything yesterday. That was one of the most empowering and educational days I can remember having in a very long time. Absolutely appreciate that mate thanks a lot.
Jon, Beefeater - It was a great day, so many great anecdotes and speakers, thank you for organising. All the speakers were brilliant and will really help with some of the business development I am working on for a new venture.
Mark - All speakers were great at storytelling. I enjoyed listening to opportunities and challenges from craft and other distilleries. Great to see lots of learnings from big brands.
Aarti, Diageo - Thank You! would definitely attend again. Thanks to all those that put this together behind the scenes as well as those who presented.
Jonathan, River Test Distillery
Speakers and Topics
Richard Watling: Building Brand Equity
Richard highlights elements needed to establish a solid brand which involves clear communication and promotion about the why, the way, the price and the position to compete.
Claire Warner: Global Spirits Market Overview
Chris Pitcher offers an overview of the industry to give a bigger perspective and what public and private investors look at when considering the products that they want to get involved in the spirits market.
Henri Sizaret: Finance & Pricing for Spirits
Pricing is an art and a science. Get inspired by the power and potential of pricing with this presentation by Henri Sizaret.
Richard Watling – Segmentation
Former Scotch Whisky Director at Diageo, Richard will covers product, market & consumer differentiation based on case studies and examples of how brand strategy is based on segmentation.
Steve Wilson: Innovation and Development
With a portfolio of brands created with Baileys, Bombay Sapphire, Tanqueray, Malibu and Smirnoff to name a few, Steve Wilson certainly knows about innovation and its importance.
Dan Szor: Starting up, and growing a distillery
Dan Szor, Founder of The Cotswolds Distillery shares his personal story from his experiences of building a business and distillery from scratch with wife Katia and his team.
| 09.00 – 09.10 |
Welcome and Introduction to WCD by current Master |
| Master of the Worshipful Company of Distillers, Dan Szor | |
| 09.10 – 09.20 |
Introduction to the Day and Domestics – The Programme |
| Richard Watling | |
| 09.20 – 09.45 |
What’s this all about? Building Brand Equity |
| Richard Watling | |
| 9.45 – 10.30 |
Global Spirits Market Overview |
| Claire Warner | |
| 10.30 – 10.50 |
Coffee BreakNetworking with participants and WCD presenters. |
| 10.50 – 12.00 |
Finance and Pricing for Spirits. Brand examples and case studies |
| Henri Sizaret | |
| 12.00 – 12.50 |
SegmentationCovers product, market & consumer differentiation based on case studies and examples of how brand strategy is based on segmentation |
| Richard Watling | |
| 12.50 – 13.50 | Lunch and Networking |
| 13.50 – 14.35 |
Innovation and Development |
| A review of innovation of brands and actions taken to market them eg guerilla marketing | |
| Steve Wilson | |
| 14.35 – 14.55 |
Tea and coffee breakNetworking with participants and WCD presenters |
| 14.55 – 15.25 |
Starting Up, and Growing a Distillery |
| Dan Szor | |
| 1525 – 1625 |
Reflections of Day: Panel Discussion ‘Building Brand Equity’ & Noticeboard Questions |
| All |
Timings and speakers all subject to change.