Sam is co-founder of Willie Smith’s Cider Makers, based in the Huon Valley in Tasmania, which has grown rapidly to become one of Australia’s leading Craft Cider companies and the most awarded Cider company in Australia. Sam became President of Cider Australia in 2014, now the leading industry voice for the cider in Australia, and has united the category behind a focus on ciders made from 100% Australian Grown fruit.Prior to that Sam had a corporate career spanning 15 years and 3 continents working in senior marketing and innovation roles. Sam has a passion for brands and for great drinking experiences.-------------------• Known for creating an engaging and high performing team culture and inspiring people to become part of an ambitious journey.• Innovative disruptor passionate about re-framing categories and looking for new growth opportunities.• Highly respected and well connected in the alcoholic beverage category nationally and internationally, the local Tasmanian community and Tasmanian government and tourism bodies.• Entrepreneurial strengths underpinned by over 20 years’ experience across a number of diverse geographies (Europe, USA & Australia) and industries (Oil & Gas, Retail, Entertainment & Beverage)