Backed by experience
Driven by growth
Building a breakthrough beverage brand demands insight, creativity, connections, and the operational resilience to scale in competitive markets. The TenFour team brings a potent blend of all the necessary drivers of a successful drinks business. Our team blends industry know-how with cultural credibility, guiding founders through the challenges of growth with strategy, speed and flair.
Nick has spent twenty-five years creating, launching, marketing, growing and consulting for some of the greatest drinks brands and companies on the planet. From Johnnie Walker to Tanqueray, Budweiser to Fever-Tree, his CV represents a who’s who of the leading lights of the drinks scene. Most recently, he co-created Crossfire Hurricane, the new golden rum for The Rolling Stones, working closely with the band and investors to launch the brand across the US market.
Throughout his career he’s kept a close relationship with the global on-premise, collaborating with bartenders and bar owners to identify the next big trends, most recently with Barfly, the global consultancy that he established in 2014 to ensure brands retain a healthy dose of commercial realism about the complex environment within which they must succeed.
Nick is an investor and advisor to businesses and artists in the entertainment and technology sector and is one of the most experienced executives in the global music industry. He has held President and/or CEO positions at Universal (Universal Island UK), EMI (President, New Music, UK & North America) and was most recently Chairman and CEO at Sony Music UK where he led the global marketing campaign for One Direction. Nick was awarded the Major Label Executive of the Year in 2013 at the Worldwide Radio Summit in Los Angeles and nominated for the industry icon award in 2014. His signings include ground-breaking artists Radiohead, Blur and Amy Winehouse.
Justin brings over 17 years of experience in the drinks industry, having worked with some of the world’s leading players, including Pernod Ricard and Anheuser-Busch InBev. He has held Finance Director roles in both the UK and Asia, and offers extensive cross-functional expertise, having led Finance, Operations, and IT teams across multiple organisations. Justin’s background spans businesses at every stage of growth — from multi-market companies with revenues exceeding £100m to fast-growing start-ups in the drinks sector. A chartered accountant with over 25 years of experience and Big Four audit background, Justin combines deep financial acumen with a strong track record of driving operational and strategic performance.
A former manager at Universal Music Group, Joel’s drinks career began in writing, covering whisky, spirits and cocktails in particular. He is a revered authority in the beverage industry, writing for the likes of The Times, Daily Telegraph and Wired. He is the author of numerous books on drinks, including co-authoring the world’s No.1 selling book on distilled drinks.
In 2008, Joel co-founded Caskstrength Creative, one of the most pivotal brand development agencies in the beverage world, working with every major spirits company and considered the go-to business for expert-led creative development. His work has earned him numerous industry accolades, including becoming a Keeper of the Quaich, the highest honour in Scotch whisky.
Neil spent over a decade in the music business for Warner Brothers and Sony BMG, before working for Radiohead’s management company, Courtyard. During this time, he co-founded one of the first major drinks websites, attracting over 100k users a month. This enabled him to expand his love of drinks writing, and his first book, Distilled, released in 2014, is now in 14 languages. In 2008, he co-founded Caskstrength Creative, establishing itself as the leader in new product development and creative storytelling within the drinks industry, boasting ground-breaking releases for the likes of Pernod Ricard and Beam Suntory, as well as a host of international new-to-world brands. His industry accolades include being inducted as a Liveryman of the Worshipful Company of Distillers.
