Born in Reading UK, Joe studied Photography, Art and English and got the bug for music production and djing which naturally led him to inventing a mobile dj contraption on the back of a Piaggio Ape’ van. This madcap enterprise still takes him to UK festivals including Secret Garden Party and Glastonbury.
By 2007 he was the General manager and in charge of the bartender training program as well as designing the bars now very well respected menu, which consisted of over 80 handcrafted drinks. Joe’s alternative and innovative style gained the interest of BarlifeUK who asked him to start writing a blog on drinks trends. He also managed events for Sony music, Mini cooper and Porsche.
After this early success Joe was drawn to the bright lights of London and was employed by William Grant & Sons as their UK Brand Trainer. He has developed bartender, category and product training sessions for their UK spirits. Multiple serve strategies alongside numerous successful drink activation Joe has had drinks featured in lifestyle press such as Imbibe, The Metro, Waitrose Magazine, Evening Standard & Shortlist. He has also managed service and trained bartenders at high-end events such as the BAFTA after parties, Glamour Magazine Women of the Year Awards & Elle Style Awards. He is also a newly enlisted blogger for the BARCHICK, a global bar reviews website.
In 2013, Joe started working with Reyka vodka and helped deliver the UK best practice bartender foraging expedition as well as a Reyka vodka workshop in NYC. In addition Joe has built strong relationships with London’s best bars and bartenders for Reyka. He has been working closely with the best bartenders in London to show the true potential of this uniquely crafted Icelandic Vodka.
