Milroy’s Of SOHo

In 2020, James undertook the responsibility of establishing an independent whisky wholesale division for Milroy’s amidst the growth of the whisky market. This endeavor involved navigating the competitive landscape, where larger brands held the high ground and many independent brands were fighting for position.

His focus was on achieving a favorable return on sales and ensuring trade customer satisfaction through pricing strategies. By collaborating with multiple independent whisky brands, James successfully curated a robust wholesale department that contributed to substantial growth for both Milroy’s and their partner stakeholders.