ICONIC SPIRITS

FRACTIONAL MARKET LEADERSHIP · UK & EU ENTRY · BRAND MANAGEMENT · ADVOCACY

Senior market leadership for spirits brands looking to build something Iconic.

We lead spirits brands in market on a fractional basis, providing senior commercial and advocacy expertise without the cost or commitment of a full-time hire. From import and route to market through to distribution, activation and brand representation, we build the market presence your brand needs to establish and grow.

What we do

Everything your brand needs to enter, establish and grow in the UK market.

We act as your senior in-market lead: one point of contact, coordinating every function required to build a successful market presence.

IMPORT & WAREHOUSING

Coordinated through established UK operational partners.

We manage the logistics so you don't have to.

SALES & DISTRIBUTION

Sales leadership, distributor identification and management, and account development — supported by specialist partners where the brief requires it.

MARKETING & POSITIONING

Localising your placement brand strategy, creating the activity that builds awareness and drives demand in the UK market and beyond.

ADVOCACY & EDUCATION

Training trade, sales teams and consumers to understand, champion and sell your brand with genuine conviction.

ACTIVATION & EVENTS

Creating the experiences and relationships that make your brand relevant and memorable in market.

BRAND REPRESENTATION

Senior on-the-ground brand leadership for brands with distribution in place - masterclasses, trade training, key account support and activation.

How we do it

ADVOCACY

Educate people who influencing the pour

ACTIVATION

Experiences that build awareness & loyalty

DISTRIBUTION

Connect to the right route to market

STRATEGY

Position the brand for the market success

COMMERCIAL

Supporting the partners that drive growth

Who we are

Jonny Gray

Founder · Strategy, Commercial, Activation

A senior brand strategist with over a decade of national and global experience translating brand vision into commercial reality, alongside more than 15 years leading hospitality venues across three continents.

From global brand ambassador and advocacy manager at Pernod Ricard to commercial and marketing leadership across both internationally recognised brands and independent start-ups, Jonny has worked at senior level across the full spectrum of the spirits industry - as a bartender, cocktail creator, writer, educator and brand builder.

He combines expertise in communications, leadership and business strategy with a deep passion for narrative, education and bringing brands and ideas to life.