About Us

We Are Pure Whisky Consulting

George’s journey in the whisky business began 27 years ago, driven by a passion for the craft and a commitment to excellence. Over the years, he has held various pivotal roles, each contributing to his deep understanding of the industry. His expertise spans from the intricate details of aging barrel analytics to the broader scope of strategic business planning.

One of George’s notable achievements includes the successful acquisition of a major spirit brand, which not only expanded his portfolio but also provided him with invaluable insights into brand management and market positioning. His innovative approach led to the development of a world-class visitor center, enhancing the brand’s visibility and customer engagement.

George’s dedication to continuous improvement is evident in his efforts to align business models with evolving industry trends. He has been instrumental in fostering a positive work culture, ensuring that safety and innovation are at the forefront of operations.

As a consultant, George leverages his extensive experience to provide clients with strategic insights and practical solutions. Whether it’s forecasting spirit production, conducting internal audits, or developing new whisky brands, his comprehensive knowledge and hands-on approach make him a trusted advisor in the whisky business.