About Barfly

Street intelligence. Boardroom consultancy.

Working for a major drinks company is demanding. We know, we’ve done it: multiple meetings, stakeholders and markets; pressure to optimise ROI, improve brand advocacy and supersede current targets; too much data, not enough actionable insight. We can help.
Barfly is a strategic drinks consultancy that helps brands grow. Every service we provide is specifically built to provide not just learning for client teams, but also actionable recommendations that can genuinely deliver growth.
To do that, all our consultancy services are underpinned with what we call “street intelligence”, thanks to our global network of bartenders, general managers, liquor store staff, bar owners, sommeliers, bar-backs, drinks bloggers, and other key drinks influencers.
Working for a major drinks company is demanding. We know, we’ve done it: multiple meetings, stakeholders and markets; pressure to optimise ROI, improve brand advocacy and supersede current targets; too much data, not enough actionable insight. We can help.
Barfly is a strategic drinks consultancy that helps brands grow. Every service we provide is specifically built to provide not just learning for client teams, but also actionable recommendations that can genuinely deliver growth.
To do that, all our consultancy services are underpinned with what we call “street intelligence”, thanks to our global network of bartenders, general managers, liquor store staff, bar owners, sommeliers, bar-backs, drinks bloggers, and other key drinks influencers.
Working for a major drinks company is demanding. We know, we’ve done it: multiple meetings, stakeholders and markets; pressure to optimise ROI, improve brand advocacy and supersede current targets; too much data, not enough actionable insight. We can help.
Barfly is a strategic drinks consultancy that helps brands grow. Every service we provide is specifically built to provide not just learning for client teams, but also actionable recommendations that can genuinely deliver growth.
To do that, all our consultancy services are underpinned with what we call “street intelligence”, thanks to our global network of bartenders, general managers, liquor store staff, bar owners, sommeliers, bar-backs, drinks bloggers, and other key drinks influencers.

Expert consultancy built around client needs

Barfly’s Managing Partners have worked both inside and consulted for many of the leading drinks groups on major sales, innovation and brand marketing initiatives. So we acutely understand the issues clients face, and have built our consultancy to meet seven primary requirements:

  1. Category Analysis: Track current dynamics and unlock volume
  2. Brand Analysis: Validate and enhance existing or new brands
  3. Brand Stretch: Uncover true levels of permission and credibility
  4. Trade Engagement: Build competitive advantage through advocacy
  5. Live Market Testing: Trial innovations to predict future performance
  6. Drinks Strategies: Stimulate growth through high volume, ownable serves
  7. Trend Tracking: Monitor what’s hot to assess commercial impact

Expert consultancy built around client needs

Barfly’s Managing Partners have worked both inside and consulted for many of the leading drinks groups on major sales, innovation and brand marketing initiatives. So we acutely understand the issues clients face, and have built our consultancy to meet seven primary requirements:

  1. Category Analysis: Track current dynamics and unlock volume
  2. Brand Analysis: Validate and enhance existing or new brands
  3. Brand Stretch: Uncover true levels of permission and credibility
  4. Trade Engagement: Build competitive advantage through advocacy
  5. Live Market Testing: Trial innovations to predict future performance
  6. Drinks Strategies: Stimulate growth through high volume, ownable serves
  7. Trend Tracking: Monitor what’s hot to assess commercial impact

Expert consultancy built around client needs

Barfly’s Managing Partners have worked both inside and consulted for many of the leading drinks groups on major sales, innovation and brand marketing initiatives. So we acutely understand the issues clients face, and have built our consultancy to meet seven primary requirements:

  1. Category Analysis: Track current dynamics and unlock volume
  2. Brand Analysis: Validate and enhance existing or new brands
  3. Brand Stretch: Uncover true levels of permission and credibility
  4. Trade Engagement: Build competitive advantage through advocacy
  5. Live Market Testing: Trial innovations to predict future performance
  6. Drinks Strategies: Stimulate growth through high volume, ownable serves
  7. Trend Tracking: Monitor what’s hot to assess commercial impact

Our network is our net worth

The Barfly model is built on a matrix of three interconnected networks that span more than 80 cities across the globe.

Bar Professionals

Collaborating with bar professionals brings multiple benefits. Not only are they in daily contact with consumers, but their opinions are informed from years of working in the drinks scene. In addition, they’re totally independent, and so provide brutally honest feedback. And lastly, they’re consumers in their own right, bringing a unique perspective from both sides of the bar.
Every single bar professional in our global network is segmented, enabling us to hand pick the most appropriate and relevant participants for each brief.

Barfly Anchors

In each city where we offer our services you find our resident experts – the Barfly Anchors. Made up of head bartenders, senior managers and venue owners, they bring with them years of industry experience and an intimate knowledge of their local drinks scene.
Under the guiding light of Barfly’s London hub, they are tasked with operational delivery of programmes in their city – running tests, gathering street intelligence and feeding that insider knowledge directly into Barfly HQ.

Production Teams

All the data in the world is worth nothing if it’s not accessible. The third Barfly network contains on-the-ground specialists such as videographers, editors, transcribers and translators – all focused on the rapid delivery of engaging, insightful and digestible street-level intelligence.

Our network is our net worth

The Barfly model is built on a matrix of three interconnected networks that span more than 80 cities across the globe.

Bar Professionals

Collaborating with bar professionals brings multiple benefits. Not only are they in daily contact with consumers, but their opinions are informed from years of working in the drinks scene. In addition, they’re totally independent, and so provide brutally honest feedback. And lastly, they’re consumers in their own right, bringing a unique perspective from both sides of the bar.
Every single bar professional in our global network is segmented, enabling us to hand pick the most appropriate and relevant participants for each brief.

Barfly Anchors

In each city where we offer our services you find our resident experts – the Barfly Anchors. Made up of head bartenders, senior managers and venue owners, they bring with them years of industry experience and an intimate knowledge of their local drinks scene.
Under the guiding light of Barfly’s London hub, they are tasked with operational delivery of programmes in their city – running tests, gathering street intelligence and feeding that insider knowledge directly into Barfly HQ.

Production Teams

All the data in the world is worth nothing if it’s not accessible. The third Barfly network contains on-the-ground specialists such as videographers, editors, transcribers and translators – all focused on the rapid delivery of engaging, insightful and digestible street-level intelligence.

Our network is our net worth

The Barfly model is built on a matrix of three interconnected networks that span more than 80 cities across the globe.

Bar Professionals

Collaborating with bar professionals brings multiple benefits. Not only are they in daily contact with consumers, but their opinions are informed from years of working in the drinks scene. In addition, they’re totally independent, and so provide brutally honest feedback. And lastly, they’re consumers in their own right, bringing a unique perspective from both sides of the bar.
Every single bar professional in our global network is segmented, enabling us to hand pick the most appropriate and relevant participants for each brief.

Barfly Anchors

In each city where we offer our services you find our resident experts – the Barfly Anchors. Made up of head bartenders, senior managers and venue owners, they bring with them years of industry experience and an intimate knowledge of their local drinks scene.
Under the guiding light of Barfly’s London hub, they are tasked with operational delivery of programmes in their city – running tests, gathering street intelligence and feeding that insider knowledge directly into Barfly HQ.

Production Teams

All the data in the world is worth nothing if it’s not accessible. The third Barfly network contains on-the-ground specialists such as videographers, editors, transcribers and translators – all focused on the rapid delivery of engaging, insightful and digestible street-level intelligence.

The power of film

Though we pride ourselves on delivering practical and effective advice, what really brings our ‘street intelligence’ to life is our use of HD film. This compelling “see-the-whites-of-their-eyes” format adds clarity and impact to a project’s outcome. It also helps our clients share findings and convince stakeholders of the value of a particular course of action.

The power of film

Though we pride ourselves on delivering practical and effective advice, what really brings our ‘street intelligence’ to life is our use of HD film. This compelling “see-the-whites-of-their-eyes” format adds clarity and impact to a project’s outcome. It also helps our clients share findings and convince stakeholders of the value of a particular course of action.

The power of film

Though we pride ourselves on delivering practical and effective advice, what really brings our ‘street intelligence’ to life is our use of HD film. This compelling “see-the-whites-of-their-eyes” format adds clarity and impact to a project’s outcome. It also helps our clients share findings and convince stakeholders of the value of a particular course of action.

Managing Partners

Barfly’s managing partners have worked inside or consulted for many of the world’s leading drinks groups on major sales, innovation and branding initiatives.

Nick Dudley-Williams

Managing Partner


Nick has spent his entire career launching, marketing, growing and consulting for some of the greatest drinks brands on the planet. His career has seen him advise the likes of Diageo, AB InBev, Pernod Ricard, Bacardi-Martini, Moet Hennessy, Carlsberg Group, Beam Suntory, Molson Coors, Britvic, SABMiller, ZX Ventures, William Grants, Red Bull, Proximo, Brown-Forman, Constellation Brands, Campari Group and Edrington, amongst many others.

Nick has always operated consultancy-side, bringing fresh and independent thinking thanks to his decades of industry experience. Throughout his career, he’s kept a close relationship with the global On-Premise, often collaborating with bartenders to ensure that brand projects retain a healthy dose of commercial realism about the complex environment within which they must succeed.

In 2014, Nick set up Barfly with Mike Spurling.

Mike Spurling

Managing Partner


For four decades, Mike has worked in the international drinks industry for some of the world’s most iconic brands, both client and consultancy side. He started life at Diageo and has built a career that has taken him to senior roles in the US, South Africa and Europe. During that time, he’s managed the US Smirnoff business, and headed up a series of global brands including Bombay Sapphire and Malibu. In 1998, he was headhunted by Seagram (now Pernod Ricard) to head up their global scotch whisky business, including leading brands such as Chivas Regal and The Glenfiddich.

In 2001, he set up his own innovation consultancy to support new product development at the world’s major drinks businesses. Amongst his achievements was delivering a comprehensive new innovation agenda for Johnnie Walker, including the Double Black and King George V expressions. Additionally Mike also worked with the likes of Grey Goose and Jack Daniel’s to deliver super premium expressions for the powerhouse trademarks.

In 2014, he founded Barfly with Nick Dudley-Williams.

Managing Partners

Barfly’s managing partners have worked inside or consulted for many of the world’s leading drinks groups on major sales, innovation and branding initiatives.

Nick Dudley-Williams

Managing Partner


Nick has spent his entire career launching, marketing, growing and consulting for some of the greatest drinks brands on the planet. His career has seen him advise the likes of Diageo, AB InBev, Pernod Ricard, Bacardi-Martini, Moet Hennessy, Carlsberg Group, Beam Suntory, Molson Coors, Britvic, SABMiller, ZX Ventures, William Grants, Red Bull, Proximo, Brown-Forman, Constellation Brands, Campari Group and Edrington, amongst many others.

Nick has always operated consultancy-side, bringing fresh and independent thinking thanks to his decades of industry experience. Throughout his career, he’s kept a close relationship with the global On-Premise, often collaborating with bartenders to ensure that brand projects retain a healthy dose of commercial realism about the complex environment within which they must succeed.

In 2014, Nick set up Barfly with Mike Spurling.

Nick Dudley-Williams

Managing Partner

Mike Spurling

Managing Partner


For four decades, Mike has worked in the international drinks industry for some of the world’s most iconic brands, both client and consultancy side. He started life at Diageo and has built a career that has taken him to senior roles in the US, South Africa and Europe. During that time, he’s managed the US Smirnoff business, and headed up a series of global brands including Bombay Sapphire and Malibu. In 1998, he was headhunted by Seagram (now Pernod Ricard) to head up their global scotch whisky business, including leading brands such as Chivas Regal and The Glenfiddich.

In 2001, he set up his own innovation consultancy to support new product development at the world’s major drinks businesses. Amongst his achievements was delivering a comprehensive new innovation agenda for Johnnie Walker, including the Double Black and King George V expressions. Additionally Mike also worked with the likes of Grey Goose and Jack Daniel’s to deliver super premium expressions for the powerhouse trademarks.

In 2014, he founded Barfly with Nick Dudley-Williams.

Mike Spurling

Managing Partner

Managing Partners

Barfly’s managing partners have worked inside or consulted for many of the world’s leading drinks groups on major sales, innovation and branding initiatives.

Nick Dudley-Williams

Managing Partner


Nick has spent his entire career launching, marketing, growing and consulting for some of the greatest drinks brands on the planet. His career has seen him advise the likes of Diageo, AB InBev, Pernod Ricard, Bacardi-Martini, Moet Hennessy, Carlsberg Group, Beam Suntory, Molson Coors, Britvic, SABMiller, ZX Ventures, William Grants, Red Bull, Proximo, Brown-Forman, Constellation Brands, Campari Group and Edrington, amongst many others.

Nick has always operated consultancy-side, bringing fresh and independent thinking thanks to his decades of industry experience. Throughout his career, he’s kept a close relationship with the global On-Premise, often collaborating with bartenders to ensure that brand projects retain a healthy dose of commercial realism about the complex environment within which they must succeed.

In 2014, Nick set up Barfly with Mike Spurling.

Nick Dudley-Williams

Managing Partner

Mike Spurling

Managing Partner


For four decades, Mike has worked in the international drinks industry for some of the world’s most iconic brands, both client and consultancy side. He started life at Diageo and has built a career that has taken him to senior roles in the US, South Africa and Europe. During that time, he’s managed the US Smirnoff business, and headed up a series of global brands including Bombay Sapphire and Malibu. In 1998, he was headhunted by Seagram (now Pernod Ricard) to head up their global scotch whisky business, including leading brands such as Chivas Regal and The Glenfiddich.

In 2001, he set up his own innovation consultancy to support new product development at the world’s major drinks businesses. Amongst his achievements was delivering a comprehensive new innovation agenda for Johnnie Walker, including the Double Black and King George V expressions. Additionally Mike also worked with the likes of Grey Goose and Jack Daniel’s to deliver super premium expressions for the powerhouse trademarks.

In 2014, he founded Barfly with Nick Dudley-Williams.

Mike Spurling

Managing Partner

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View our recent work »

Need a bit more street in your boardroom?

Nick Dudley-Williams, Managing Partner

Email: nick@barfly.pm | Call: +44 (0)7811 350591