TRADE SERVICES
Lee provides specialist trade services for the spirits industry, combining technical expertise, commercial insight, and clear communication tailored to brand and trade needs.
Professional Background
With 10+ years experience of brand representation, ambassadorship and sales experience, Lee understands how to position spirits brands credibly in both mature and emerging markets. With extensive experience presenting to trade, consumers and media, from intimate masterclasses to large-scale events. And proven ability to translate complex production detail into compelling stories that drive engagement and sales.
Qualifications and Education
Lee's work is underpinned by advanced, respected spirits education: Wine & Spirit Education Trust (WSET) Level 3 Spirits. Edinburgh Whisky Academy (EWA) Diploma. Certified WSET Spirits Educator, experienced in designing and delivering spirits education to trade and enthusiast audiences. EWA Educator, bringing in-depth Scotch whisky production and sensory training expertise. These credentials support a rigorous, evidence-led approach to training, tasting and brand work.
Writing and Thought Leadership
Lee also supports brands through specialist writing, editorial consulting and content creation. Published work includes contributions to leading industry titles and organisations, demonstrating trusted expertise and communication skills: Scotch Malt Whisky Society – exploration of worm tub condensing and its impact on spirit character. https://smws.com/unfiltered/dive-into-the-worm-tubs Whisky Magazine – analysis of ASA rulings and their implications for whisky cask investment firms. https://whiskymag.com/articles/what-could-asa-rulings-means-for-whisky-cask-investment-firms/ WSET – feature on the rum producers of Guadeloupe, regulation and future opportunities for the category. https://www.wsetglobal.com/knowledge-centre/blog/2023/july/18/the-rum-producers-of-guadeloupe/ Club Oenologique – article on the rise of Scotch rye whisky and how new malts are reshaping expectations. https://cluboenologique.com/story/scotch-rye-whisky-how-new-malts-are-going-against-the-grain/ Spirited Matters – in-depth piece on Waterford Distillery and terroir-driven whisky production. https://spiritedmatters.com/2021/02/waterford-gristers-a-tale-of-terroir/ This track record means your brand stories, technical documents and trade materials can be developed with a voice that is both credible and highly readable.
Judging and Industry Engagement
Lee remains closely connected to the global spirits scene through regular judging roles: International Wine & Spirit Competition (IWSC) – assessment of spirits across a broad range of categories and styles. Concours Mondial de Bruxelles – Spirits Selection, evaluating quality, balance and typicity in an international context. This ongoing judging work keeps his palate sharp and perspective current, ensuring recommendations and feedback are informed by what is happening at the highest level of the category.
Events and Promotional Tastings
Lee has extensive experience of designing, hosting, selling and supporting promotional tasting events via an organically grown consumer contact list, often alongside some of the most respected voices in the world of spirits. Past events have included special guest hosts such as: Dave Broom, Billy Abbott, Oliver Chilton, Angus Macraild, Alastair Day and many others in the pipeline. Including Justine Hazlehurst, Brendan McCarron, Mark Watt and Paul Dempsey. Whether fronting an event solo or working as part of a wider line-up, the focus is always on delivering an engaging, informed experience that reflects your brand values and deepens audience connection with your spirits.