As a previous drinks industry executive, Craig developed the strategy, built the structure, & implemented the RTM & brand plans for Pernod Ricard’s charge into Africa. Before that he was Strategy Director for Absolut, Malibu and Kahlua, driving the strategic plan & brand development strategy.
Since leaving the drinks world in 2015 he has been involved in business process outsourcing to Africa, setting up a values-based, people management web-platform, and consulting. He also presents on futurology; how our lives are going to change dramatically over the coming decades.
Early 2017, Craig (South African) and his wife Maria (Swedish) discovered a magical valley, home to many intriguing botanicals, in the Cederberg mountains, just north of Cape Town. The valley, which they now co-own, inspired them to distil rare Cape & classic gin botanicals, and then blend with pristine Swedish water. The result is CEDER’S, a distilled non-alcoholic alt-gin, your Everyday Escape.
Craig also launched CELTIC SOUL in July 2019, a distilled non-alcoholic dark spirit, and has a few more brands in the pipeline, including a non-alcoholic rum and a CBD Botanical Spirit. Watch this space.
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