Brand buildingfor drinks & CPG.
I’m Allie. Fifteen years building brand, marketing, and comms for founder-led drinks brands, and for the funds that back them.
- New York Times
- Financial Times
- Forbes
- The Economist
In drinks and CPG, the brand people can find, understand, and trust is the one that wins.
That’s true for the brand. And the fund backing it.
I work with founder-led drinks and CPG brands on the positioning, narrative, and category work that turn a good product into a reference point. And with the VCs, family offices, and investment funds backing them on the same pattern, applied to the fund.
Nine years building category-defining drinks brands.
The pattern, in the wild.
Distill Ventures
The accelerator founder-led drinks brands wanted to be part of.
Nine years building the brand, marketing, and comms engine at Diageo-backed DV. From Brand Manager to Director. Over £320M invested across 35+ founder-led brands.
Non-Alcoholic Category
Turning a fringe bet into a mainstream drinks category.
Category work for a space that hadn't been named. A white paper, data-led press, and the founder community behind the breakout brands that defined it.
Seedlip & Mr. Black
Two category-defining founder exits, landed in the press.
Announcement comms for two of the most-watched exits in the Diageo portfolio. Founder briefings, market-making press kits, and the post-deal narrative.
New World Whiskey
A white paper that moved the industry.
Framed, researched, and launched DV's flagship thought leadership. The piece founders quoted in their decks for years afterward.
DV Global Rebrand
New identity, new voice, new digital ecosystem.
Led the global rebrand of Distill Ventures. Visual identity, verbal identity, web, social, and the channels that carried the story to the founder market.
The reputation worth earning — and why.
I did my research, and they just kept coming up. By the time I reached out, it felt like a natural fit. For an early founder, that kind of visibility and credibility made all the difference.
Their reputation in the industry was unmatched, and it was clear they had earned real trust from founders. That gave us the confidence that they were the right partner.
Two audiences. One pattern.
Drinks & CPG brands that want to own a category, not rent one.
Positioning, brand story, launch narrative, category platforms, and the press and retail narratives that compound over time.
- · Brand Direction Call
- · Brand + Launch Sprint
- · Founder Brand Retainer
- · Category Platform
CPG funds that want to be the fund founders find first.
Fund positioning, thought leadership, PR, and the deal-flow engine that turns credibility into inbound founder interest.
- · Fund Visibility Audit
- · Positioning Sprint
- · Brand & Comms Retainer
- · Portfolio Brand Office Hours