My name is Alexandr Gorokhovskiy, I am a drinks industry professional with twenty years of experience in international spirits marketing, advocacy, and education. During my corporate career, I have worked with many great brands such as Jameson, Absolut, Ballantine’s, Chivas Regal, Royal Salute, Aberlour, The Glenlivet, Beefeater, Avión, Olmeca Altos, Havana Club, and Martell. This last assignment brought me to my new hometown of Cognac (France), where I now run an independent consultancy providing brand equity building services for various drinks companies.