Sam Surl is a drinks-industry strategist, researcher and former Sipsmith Gin director, with a strong track record in brand commercialisation, advocacy and consumer insight.

His work has helped shape major industry platforms including Diageo’s World Class cocktail competition and Bombay Sapphire’s World’s Most Imaginative Bartender. Sam specialises in building commercially focused brand strategies rooted in bartender, trade and consumer understanding.

In 2017, Sam co-founded Coupette in Bethnal Green with long-standing friend and colleague Chris Moore, and remains closely involved in the business. His recent R&D projects include work for Suntory Brands, Johnnie Walker, St-Germain, Molson Coors and Brown-Forman, alongside his continued work on the global evolution of the World Class programme.

Sam has also played a key role in the relaunch of The Debenham Lion, recently named Best Pub in the region by the Norfolk and Suffolk Food and Drink Awards.

Sam brings 11 Parishes deep drinks-industry insight, trade credibility, and a clear understanding of how to build brands that resonate with bartenders, consumers and the wider premium spirits market.