James, the founder of Barrel Aged Consultancy (BAC), specialises in solving various commercial challenges faced by drinks brands and businesses during their growth journey. Whether it’s developing brands, assisting with liquid purchasing, or identifying the right accounts/strategy, BAC covers a wide range of brand needs.

Before launching BAC, James led global sales for Empirical Spirits, a groundbreaking flavor company founded by Noma alums in Copenhagen. He also served as the Brand Advocacy Manager at Maverick Drinks, where he developed and led the advocacy side of the business. With 8 years of experience judging in international drinks competitions, James brings a wealth of expertise.

Originally from Ireland, he honed his skills behind the bar in New Zealand and served as head bartender at Happiness Forgets in London. James is also a seasoned competitor in various cocktail competitions worldwide.