Jamie Percival , London, United Kingdom

I have worked in the beer industry for over 16 years, starting at The White Horse on Parson’s Green in 2003. This iconic venue started my love for beer and hospitality serving traditional pints of cask ale under the tutelage, as a cellar man, of then renowned landlord Mark Dorber. Even from these early days I remember how much I enjoyed beers sociability, diversity and attainable price point.

Over an 11 year period I experienced hospitality management in two companies, with specialist roles in Cellar Management and Show Manager (Jongleurs Comedy Clubs). Both experiences required me to be a leader, training my teams to communicate and build a positive culture, whilst delivering a high service standard. My love for beer led me to a career changing moment joining Sambrook’s Brewery in Battersea as a Senior Sales Executive, and more recently Regional Sales Manager for Siren Craft Brew.

In my 5+ years working in brewery sales I have written and performed hundreds of events, tours and training sessions, and qualified as a Beer Sommelier with the Institute of Brewing and Distilling. My primary role was as an account manager in the On-Trade and growing the sales of both brands.

I am now operating as a freelance Beer Sommelier and am employed as a trainer and consultant, focussing on the beer and hospitality industries. Clients include the Carlsberg Group, BarFly Drinks Strategy Consultants, Yellow Panda Pub Co and Mitchells & Butler.

I am fascinated by marketing, leadership and sales theories that are usually based around helping others. Amongst several authors I have enjoyed reading include Simon Sinek, Barb Stuckey, Jeb Blount, Robert Cialdini, and Claude C Hopkins.