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Bert Cason
Owner at The Whisky Club
Professional Background
Bertie Cason is a seasoned professional with extensive experience in the spirits and beverage industry, showcasing an impressive career that spans various roles and responsibilities. Currently, Bertie is the proud owner of The Whisky Club, where he has cultivated a passion for fine whiskies and aimed to bring enthusiasts and novices alike into the captivating world of whisky tasting. His role extends beyond merely serving spirits; he focuses on creating a community around whisky appreciation, providing a unique platform for sharing knowledge and experiences.
Before establishing The Whisky Club, Bertie excelled as the Sales and Marketing Manager at Sullivans Cove, a prestigious Tasmanian whisky distillery known for its award-winning single malt whiskies. During his tenure there, he displayed remarkable skills in marketing strategies and sales funnel optimization, which significantly contributed to the brand's global recognition. His deep understanding of consumer behavior and market trends allowed him to effectively position the brand in an increasingly competitive market.
Bertie's background includes a noteworthy stint as the Director - APAC at Intrinsic Communications, where he was responsible for overseeing marketing communications across the Asia-Pacific region. His strategic vision allowed brands to resonate with diverse markets while implementing effective communication strategies that enhanced brand visibility and reputation.
In addition, Bertie served as the Group Commercial Manager at both The Drinks Business and The Spirits Business. His leadership in these roles was influential in driving revenue growth and enhancing operational efficiency through innovative commercial strategies. He was particularly successful in aligning product offerings with market demands, ensuring that both publications remained at the forefront of the beverage industry narrative.
Earlier in his career, Bertie gained valuable experience as a Sales Manager at Sovereign Publications Ltd. Here, he honed his skills in sales relationship management and developed a keen eye for market opportunities. His ability to build lasting connections with clients laid the foundation for his later successes in more senior positions.
Education and Achievements
Bertie's educational background includes an Advanced Diploma in Agriculture from Cedara College of Agriculture, equipping him with a solid understanding of agricultural practices and principles that are essential in the food and beverage industry. This unique educational path has provided him with insights into the roots of his industry, enabling him to appreciate the process from farm to table.
Earlier in his academic journey, he attended Pretoria Boys High School, which is well-regarded for its commitment to academic excellence. The formative years spent at this institution helped shape his early interests in both agriculture and business, laying the groundwork for his future endeavors.
Through his career, Bertie has achieved numerous accolades, particularly in his marketing and sales roles. His efforts have not only led to impressive business growth but have also earned recognition within the industry for innovative marketing campaigns and successful product launches.
Achievements
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Owner of The Whisky Club: Founded a community space dedicated to whisky enthusiasts, providing an interactive and engaging platform for tastings and education.
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Sales and Marketing Manager at Sullivans Cove: Instrumental in enhancing brand visibility and achieving notable sales growth, leading to increased recognition and accolades for the distillery.
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Director - APAC at Intrinsic Communications: Successfully strategized marketing communications across diverse markets, contributing to heightened brand exposure and consumer engagement.
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Group Commercial Manager at The Drinks Business and The Spirits Business: Championed initiatives that drove revenue growth and positioned both publications as leaders in the industry.
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Sales Manager at Sovereign Publications Ltd.: Achieved significant client acquisition through effective sales strategies and relationship management, fostering long-term connections within the industry.
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