Director
CurrentSam set up this company in 2013 to manage his activities as a consultant.
Mar 2013 - Present
AeroLeads people directory · profile
Sam Surl Email & Phone Number
Director
at
Spear Management Ltd
1 work email found
@risingstarleisure.com
1 phone found area 776
LinkedIn matched
✓ Verified August 2026
4 data sources
Profile completeness 100%
Who is Sam Surl? Overview
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Quick answer
Sam Surl is listed as Director at Spear Management Ltd, a with 3 employees, based in United Kingdom. AeroLeads shows a work email signal at risingstarleisure.com, phone signal with area code 776, and a matched LinkedIn profile for Sam Surl.
Sam Surl previously worked as Director at Sipsmith and Managing Director at Rising Star Leisure Ltd.. Sam Surl holds Bachelor Of Arts (B.A.), History And Archaeology, 2:1 from University Of Exeter.
Company email context
Email format at Spear Management Ltd
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{first}@risingstarleisure.com
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Profile bio
About Sam Surl
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.
Listed skills include Marketing Strategy, Marketing Communications, Marketing, Customer Insight, and 11 others.
Current workplace
Sam Surl's current company
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Spear Management Ltd
6 roles · 30 years
Sam Surl work experience
A career timeline built from the work history available for this profile.
Director
Director
Sam was a non-executive director of Sipsmith Independent Spirits from the date that the first drops of gin gin were produced in 2009 to the sale to Beam Suntory in 2017.
Jan 2009 - Feb 2016
Managing Director
Rising Star Leisure Ltd.
Sam was Managing Director of this five strong neighbourhood group, comprising the Underdog Bars, The Establishment Restaurants and the Dime Bar and Diner until May 2013. He joined Rising Star in 2004 when the company only owned the Iniquity Bar on Northcote Road. The group was sold in 2013.
2004 - 2013
~9 yrs
Teacher
St Francis Xavier Sixth Form College
Sam taught at St Francis Xavier College from 1991 until 2003. Between 1993 and 1997 he was a full-time member of staff and was acting head of the Government and Politics team for two years, a personal tutor and coach of the rugby first XV. While Managing Director of Rising Star Leisure, Sam taught Business Studies GNVQ at advanced and Intermediate level for a couple of sessions every week, ensuring that his students benefitted from real-life business experiences.
Sep 1991 - Jun 2003
Managing Director
Alphabet Ltd
Sam was co-founder and MD of the Alphabet Bar, Soho. Alphabet bar was created in 1997 in beak Street, Soho and was one the first high street bars to focus on spirits and the cocktail – taking cocktails out of hotel bars and American Diners and into the mainstream. Together with the Lab Bar in nearby Old Compton Street, Alphabet Bar attracted the Soho media crowd and fast became a focus for London’s growing cocktail and party scene. The walls at Alphabet featured ever-changing exhibitions, most famously featuring a number of Peter Blake shows. The chipped and cracked map of Soho on the floor downstairs became iconic in the industry. Alphabet was at the peak of its fame, and with its most influential bar team, between 1997 and 2003.
1997 - 2003
~6 yrs
2 education records
Sam Surl education
Bachelor Of Arts (B.A.), History And Archaeology, 2:1
Education record
Spalding Grammar School
FAQ
Frequently asked questions about Sam Surl
Quick answers generated from the profile data available on this page.
What company does Sam Surl work for?
Sam Surl works for Spear Management Ltd.
What is Sam Surl's role at Spear Management Ltd?
Sam Surl is listed as Director at Spear Management Ltd.
What is Sam Surl's email address?
AeroLeads has found 1 work email signal at @risingstarleisure.com for Sam Surl at Spear Management Ltd.
What is Sam Surl's phone number?
AeroLeads has found 1 phone signal(s) with area code 776 for Sam Surl at Spear Management Ltd.
Where is Sam Surl based?
Sam Surl is based in United Kingdom while working with Spear Management Ltd.
What companies has Sam Surl worked for?
Sam Surl has worked for Spear Management Ltd, Sipsmith, Rising Star Leisure Ltd., St Francis Xavier Sixth Form College, and Alphabet Ltd.
How can I contact Sam Surl?
You can use AeroLeads to view verified contact signals for Sam Surl at Spear Management Ltd, including work email, phone, and LinkedIn data when available.
What schools did Sam Surl attend?
Sam Surl holds Bachelor Of Arts (B.A.), History And Archaeology, 2:1 from University Of Exeter.
What skills is Sam Surl known for?
Sam Surl is listed with skills including Marketing Strategy, Marketing Communications, Marketing, Customer Insight, Market Research, Business Strategy, Strategic Planning, and Marketing Research.
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