We are a small team of high-performing, experienced drinks industry professionals dedicated to creating award-winning luxury, scalable craft spirits. Our mission is to double our business every 3 years, as more consumers savour our world-class brands. 

Our Values 

We are reliable and trusted.

We build valuable relationships.

We are always curious and apply learnings with pace.

We are ingenious and disruptive.

Our people

We want people who are better than us.

We want someone who can build an idea and get it to market without the ties of corporate constraints. 

Someone who can demonstrate personal responsibility for driving market brand or regional growth as a direct result of their efforts.

A person who wants to build a career that could see them grow within a global business across 50 markets.

Does this sound like you?

The Opportunity | Commercial Director

Based in a unique, stunning 18th-Century setting, Crucial Drinks is an innovative premium spirits company. With brands across fine Scotch malt whisky and premium spirits, Crucial Drinks embraces a creative and different approach to the industry. Their current market focus is international and Global Travel Retail.

Crucial Drinks has partnered with Denholm to find a Commerical Director to drive future sales and increase market share across International and Travel Retail, as well as developing the as yet untapped UK market.

Brand home of Crucial Drinks

The successful candidate will have a proven track record of achievement within the spirits sector. It is anticipated that they will have a background in the whisky industry or have worked in premium spirits. They will be able to demonstrate evidence of identifying, winning and managing UK customer accounts as well as managing and growing international business through a variety of distributors. The Commercial Director will have strong people management experience to lead the commercial team across most of the day to day activities.

In addition to a strong sales background, they will need to show a solid understanding of building brands through a coordinated sales & marketing approach that includes brand as well as trade marketing. We're looking for someone who can bring the right energy and dynamism (and passion for whisky!) to take the business forward. They will be hungry for success and relish an opportunity to be a strategic driver as well as, happy to roll up their sleeves to deliver on the day to day activities needed within a small high-growth enterprise.

"We're searching for a Commercial Director to help sculpt, drive and deliver global, marketing and sales strategy. 

Tied to world-class distributor management, they will build the best relationships to deliver joint value for Crucial Drinks and our partners in strategic markets. They will be comfortable taking risks in business and life, with the drive to create something special of their own.

The right candidate should build a shareholding and ultimately grow into the Managing Director."

Founder, Scott Watson


Paul McKernan

If you'd like more information on the opportunity at Crucial Drinks, please contact:

Paul McKernan

0131 554 6191


Thank you.


The home of our award-winning brands