With younger consumers more open to experimenting with unusual drinks propositions than previous generations, brands in the wine, beer, and spirits categories are looking at each other for inspiration. But what forms of cross-pollination are more likely to succeed with these discerning drinkers?
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Dee Davies started her career bartending at many of Bristol’s best cocktail bars. She is the creator of Jinzu, a British gin with a Japanese twist, and premium cocktail syrups brand Bristol Syrup Co.
Emma Hutchison is the executive creative director and co-owner of the global drinks agency Sweet & Chilli. She graduated in the early 2000s from the London College of Fashion and then studied graphic design at the University of the Arts London. Emma discovered an unexpected creative calling within the London bar scene – she bartended and managed venues and live music events for The Breakfast Group & Heavenly Records. In 2017, she partnered with Sweet & Chilli co-owner Allan Gage to open the Nine Lives bar, which takes inspiration from the team’s frequent work with the world’s best bartenders. The duo also opened Gunmakers in 2018, a Clerkenwell-based cocktail pub and taqueria, and in 2021, they launched Tigre Tacos on Stoke Newington High Street.
Lee Powney is a senior partner based at consulting firm Vivaldi’s London and New York offices. Lee works with global businesses to identify and exploit new opportunities for growth. He has worked across B2C and B2B technology, hospitality and travel, FMCG, and automotive markets. In recent times, Lee has been responsible for developing a new global process for translating brand positioning into differentiated physical and digital experiences for Marriott International’s 30 brands.
Dr. Jacopo Mazzeo is a freelance wine and drinks journalist and consultant.
He regularly contributes to leading trade and consumer publications including Wine Enthusiast, Whisky Magazine, Decanter, Meininger, Club Oenologique, Harper's, Pix Wine, and Good Beer Hunting. He consults on consumer trends and marketing strategy and offers copywriting services to drinks firms and agencies. Jacopo is a former sommelier, he judges international wine, beer, and spirits competitions, and sat twice on the board of directors of the British Guild of Beer Writers. Before he embraced full-time journalism, he studied musicology at the University of Bologna and took a PhD at the University of Southampton.
