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Sam Surl

Associate
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Colourful, affable and exceptionally capable, Sam is a businessman, brand advisor, consummate networker, and one-time Business Studies and Politics teacher. Responsible for some of London’s most iconic bars and restaurants of the last 20 years, his unique set of skills as on-trade owner, distiller, qualitative researcher and commercialisation strategist is particularly valuable to brand owners.

Specialising in the luxury end of the market, Sam has a sophisticated understanding of the psychology and mind-set of the premium sector, which he uses to identify global trends and insights for the drinks industry. At Realise his expertise has been instrumental in segmenting markets, developing in-market capability, as well as recruiting and training global brand ambassadors.

When still teaching, Sam was passionate about forging relationships between West End businesses and the Business Studies department at his South London college, giving students invaluable experience of the working world.

When not at work, Sam spends his time immersed in the on-trade at his favourite London bars – the Artesian at the Langham Hotel or the Blind Pig bar in Soho. At home in Suffolk, Sam grows a plethora of herbs and botanicals, and forages the hedgerows for ingredients to use in infusions and cocktails.