Uniquely experienced across grocery retail, wholesale, cash and carry and convenience
channels, founder and director of Drinks Partnership, Herchelle Perez Terrado has impressive credentials spanning over a decade in the drinks industry having held key commercial buyer positions with prominent retailers and wholesalers, leading teams to deliver multimillion-pound category sales. Drinks Partnership is a business consultancy, specialising in strategic Off-Trade business development for drinks businesses looking to accelerate performance.

During her time at Waitrose, Herchelle was recognised for her work and contribution winning multiple awards: IWSC, ISC and Drinks Retailing awards for Spirits Retail Buyer of the Year and Spirits Multiple Retailer 2011, 2012, 2013, 2014 and 2015. Herchelle also led the development of award-winning private label spirits.

Herchelle contributes to the drinks industry as a Drinks Trust mentor, as a judge for the Spirits Business Masters competition as well as speaking on industry panels as a drinks industry specialist for events by Drinks Retailing News at the London Wine Fair, FWD: Federation of Wholesale Distributors and for the Speciality Fine Food Fair.

As a specialist in the off-trade spirits category, I partner with drinks brands empowering them to build credible and meaningful business partnerships. Established in the UK drinks industry – I understand and relate to the brand, the category, the buyer, the retailer and the consumer, as well as the nuances across trading and growing the drinks category with suppliers and brand owners alike.