From bus boy to Bar Academy, Matthew has devoted his working life to changing and improving guest experience in the on trade. From these beginnings, over the past 24 years, he has built up his reputation as a bar consultant, managed nightclubs, restaurants and live music venues.
Following this, he broadened his business, brand and drinks knowledge, working in wholesale and for DIAGEO as a Reserve Brand Ambassador.
Now, Matthew focuses on delivering education programmes to inspire his passion for drinks in others. He is currently Director of On-Trade Experience at the marketing and advertising agency, WAA Chosen. Together with the rest of his team, he leads the DIAGEO Bar Academy program in GB, training 15,000+ bartenders per year and acts as an advisor to Diageo’s European and Global on-trade customer marketing teams.