Knowledge
The Business of Spirits
Since 2021, the CIBD - in partnership with the Worshipful Company of Distillers (WCD), a Livery Company established back in 1638 - has invited current and past candidates of the General Certificate in Distilling, Diploma in Distilling and Master Distiller to attend the Business of Spirits masterclass.
The aim of the Masterclass is to complement the technical knowledge that the distilling candidates acquire with our technical qualifications with the marketing and business expertise needed to create a brand and bring products to market successfully.
The experts from the WCD, 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 the distilling candidates to meet international peers to create and expand their professional network.
The Business of Spirits
What to expect in The Business of Spirits Masterclass
Watch the 2022 recordings of the Business of Spirits - accessible to CIBD members.
Martin Riley - Formerly Chief Marketing Officer at Pernod Ricard
It’s all about the Brand
Chris Pitcher - Partner, Consumer Staples Research at Redburn
Global Spirits Market Overview
Nick Carr - Formerly Global Director of Pricing and Promotions at Diageo
Finance & Pricing for Spirits
Martin Riley - Formerly Chief Marketing Officer at Pernod Ricard
Category Segmentation
Nick Carr - Formerly Global Director of Pricing and Promotions at Diageo
Consumer Segmentation
Steve Wilson - Former Global Innovation Director at Diageo & Owner/Managing Director at Invigor8tion Ltd
Winning in Innovation
2024 Recordings
Watch the 2024 recordings of the Business of Spirits - accessible to CIBD members.
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