A beer agency with so much more


I would have no hesitation in recommending All Things Beer as a comprehensive consultancy service for the on trade. Russel's broad commercial experience will ensure that any publican, drinks company or pub company will derive increases in sales and profitability as a result of his professional involvement.

I worked closely with Russel for over 12 years at Charles Wells and Wells and Youngs. During that time Russel applied his comprehensive knowledge about the on trade to good effect. He successfully managed our wholesale division and was widely respected by major customers and by his team.

I also worked with Russel on a complex project to set up a new national on trade field sales team. His ability to manage a large scale project of this nature ensured that we delivered the objectives on time and in budget. Russel went on to successfully run the national team which contributed to the double digit growth year on year of all our major brands. Russel successfully applied his very clear understanding of how the on trade is structured to achieve massively increased distribution of Wells and Young's drinks portfolio into on trade outlets via various routes to market.

Russel has also built up considerable expertise and understanding of how to run and market an on trade outlet through visiting literally thousands of pubs and working with on trade professionals ranging from individual pub owners to chief executives of large pub chains.

Running the wholesale and national retail teams also developed Russel's trade marketing and point of purchase skills to a very high level. He applied these principles to ensure that brands were not only sold in to outlets but were also successfully sold through these same outlets by devising and implementing effective promotional strategies. Finally, Russel's knowledge about all types of beer and beer dispense is formidable. Russel passed on much of his knowledge on cask ale in particular to his sales teams through various training initiatives.