Sam Surl is an experienced bar and restaurant operator, as well as a researcher, analyst and strategist.Sam has been proving important commercial insights about the on-trade for almost 25 years. He delivers anything from a pithy ‘brand health’ check to detailed ethnographic analysis of consumer in-bar and at-home behaviour. He is an expert on trade commercialisation strategies, both for existing brands and brands in development, and is particularly interested in unpacking the emotional connection that both bartenders and consumers often invest in a spirit brand. He works closely with a number of agencies including Hue and Cry, Strangehill and Ragged Edge as well as working directly for major drinks clients. Sam is still commissioned as a straightforward researcher, but is now just as likely to get involved in wider analysis, offering support on brand capability and brand strategy and innovation. Sam's industry insights are credited with the drive to create the Reserve Brands Group and to the early success of World Class cocktail competition among the bartending community.Sam has well established relationships with all the major drinks companies as well as number of smaller independent organisations, and was a director at Sipsmith Gin from 2009 to 2016 - from the moment that the first drops came off the still in Hammersmith to the sale to Beam Suntory in 2017.Over the couple of years, Sam has worked with premium gins, vodkas, rums and cognacs, as well as premium beers and mineral water brands. He has just finished a major piece of research looking at the return on investment of a major international cocktail competition.