With over 22 years of experience in the drinks industry, Chanel has worked across both major global houses and emerging craft innovators. Her career has spanned across Asia Pacific, the US, and the UK, giving her a wide-lens perspective on market dynamics, trade relationships, and brand building on a global scale.

She began her journey with sales and advocacy roles at industry giants Pernod Ricard and Bacardi, but it was her work with challenger brands like That Boutique-y Whisky Company, Elements of Islay, and Port Askaig that sparked a lasting passion for helping small producers punch above their weight.

Through Liquori Co., Chanel offers founder-led spirits brands a path to strategic, sustainable growth - combining commercial structure, trade engagement, and hands-on support. Her approach is built on deep industry knowledge and a simple belief: that the best growth stories start scrappy, stay smart, and end with the brand confidently standing on its own.

When not championing small distillers, you’ll find her nosing whiskies, giving a masterclass, or scouting the next upstart label worth betting on.