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Steve Lipp

Chairman and Founder, Alexander Murray

Alexander Murray is one of Scotland’s leading independent bottlers and has grown into the largest private label supplier in the United States, selling over 24 million bottles of own-retail brands to companies such as CostCo, Trader Joes, and Total Wine & More.

With 30 years of whisky in his veins, Steve has a proven track record of managing high-volume growth brands and has exceptional relationships in sourcing liquids, managing third-party production and retail management.

Simon Hunt

CEO, Catalyst Spirits

Simon recently stepped down after five very successful years as the global CEO of William Grant & Sons. During his tenure he doubled the profits of the company and built a team of 2,800 across 180 countries. The company now has one of the fastest-growing portfolios in the drinks industry, led by brands like Hendrick’s Gin, The Balvenie, Monkey Shoulder and numerous innovations.

Over the last 28 years, he has developed a strong track record of scaling premium and super-premium brands globally at Diageo, Pernod Ricard and William Grant & Sons.

A team of handpicked passionate leaders, creating and building iconic brands .

Who we are

Led by two spirits business leaders , we are a team with deep knowledge of the entire industry, from supply chain, to sales, to marketing, to finance.

  • Steve Lipp
    Chairman and Founder, Alexander Murray
  • Simon Hunt
    CEO, Catalyst Spirits

The team has several hundred years of experience, having built and launched brands across multiple categories and regions around the world.

We create enduring brands that consumers love, drawing from our collective experience but building these brands in a totally new way that unites both the physical and digital landscapes. We operate globally with members of the team based in North America and Europe. We are united in our desire to win, to act at pace and to have fun doing it.

What We Do

We seek scalable opportunities in the marketplace and identify the best partners to work with.

Scalable Opportunities
Identifying Brand Partners
Rapid Brand Development
Efficient Supply Chain
Targeted Route to Consumer
Digital Acceleration
Intelligent Data Analytics
Our Process

We then source world-class liquids, iconic packaging and develop extraordinary brand propositions. We work with exceptional partners in supply chain, distribution and digital marketing. We build our brands across both the physical and digital landscapes. We learn quickly through intelligent data analytics and optimise everything we do.

We are called Catalyst Spirits because we bring together the best of the best who know how to create compelling brands at pace that meet evolving consumer tastes.

Our Values

Our values unite our diverse team, differentiate us and guide everything we do.

  • Passion

    We are excited to be doing what we do and we believe in what we’re doing.
  • Pace

    We act fast, never missing an opportunity.
  • Partnership

    We believe strong partnerships shape our future and accelerate growth potential.
  • Professionalism

    We either do it properly or we don’t do it at all.
  • Proud

    We take pride and celebrate what we create together.
  • Pioneering

    We challenge industry conventions in a responsible way.
Passion
Pace
Partnership
Professionalism
Proud
Pioneering
We are excited to be doing what we do and we believe in what we’re doing.
We act fast, never missing an opportunity.
We believe strong partnerships shape our future and accelerate growth potential.
We either do it properly or we don’t do it at all.
We take pride and celebrate what we create together.
We challenge industry conventions in a responsible way.