BRAND STRATEGY CONSULTING TO THE SPIRITS INDUSTRY
The consulting arm of GreatDrams is the brainchild of our co-founder, Greg Dillon—a brand strategist, innovation expert, and whisky enthusiast (though not always in that order). With a career that kicked off at Reuters, took him through Bloomberg, and then into the world of top-tier agencies, Greg has spent years mastering the art of brand-building alongside some of the sharpest minds in the industry.
BRAND MATTERS
His approach? Blending big-picture strategy with razor-sharp market insights to help brands stand out, tell their stories, and connect with audiences in meaningful ways. Whether it’s whisky, luxury goods, or beyond, Greg knows how to craft brands that people don’t just notice—they remember.
GreatDrams Consulting was born from that expertise, offering businesses the same level of passion, creativity, and strategic thinking that fuels our award-winning whisky releases. Because at the end of the day, great branding—like great whisky—is all about character, craftsmanship, and a damn good story.
Ready to make your brand unforgettable? Let’s talk.
“Your brand is what people say about you when you’re not in the room.” I wish I’d said that! I didn’t; it was Jeff Bezos. He’s right, though: a brand is so much more than a logo – and for it to work hard for your business it needs a strategy, it needs deep understanding and it needs clear and truthful messaging. It might need GreatDrams Consulting.
A small selection of previous clients
Typically, we offer the following services but will tailor our offering to your requirements:
- Brand strategy
- Naming
- Positioning
- Portfolio / brand architecture
- Customer / retail / shopper journey building
- Social media strategy
- Insight studies
- Market research
- Consumer research
- Competitor research
- Shopper marketing analysis
“I trust Greg’s judgement. I have made sure he has been a part of every decision-making forum concerning the brand positioning for the John Dewar & Sons Malts for many years now”
Ian Taylor: Director, Malts – John Dewar & Sons / Bacardi
“The whisky industry is alive and well and Greg is one of those people at the forefront of an ever changing and growing category”
Colin Dunn: Whisky Ambassador – Diageo
“Greg is one of the most mindful and important influencers and experts in the whisky industry”
Current client
“Greg is one of the guys you meet who starts to tell you his story…but you actually listen, because it’s damn interesting. In terms of journalistic whisky knowledge, he is spot on. In terms of whisky drinking, second to none. I’d happily have him write something about whisky that I’d be captivated by as share a dram at the bar with him and not want to leave”
Mark Thomson, Brand Ambassador, Glenfiddich at William Grant & Sons
contact details
Drop me a line to start the next chapter in your brand’s journey…
Greg Dillon
Hi, I’m Greg: I love whisky. And I’m a man on a mission: to share that passion with whiskey lovers everywhere.