I’m Nate Sorby, a Trade Marketing, Brand Strategy, and Advocacy specialist with over 20 years of experience in the drinks industry, spanning spirits and wine. My career began behind the bar in York and flourished in London’s cocktail scene, where I developed a deep passion for the craft and built the foundation for my expertise.

I’ve designed beverage programs for leading UK venues and marketing strategies for Global drinks brands, driving brand success through trade and consumer-focused initiatives.

After gaining global insights from bartenders and sommeliers at world-renowned venues, I transitioned to brand building and education, working with Mangrove Global, Halewood International, Proof Drinks, and independent British vineyards on iconic brands like Herradura Tequila, Black Cow Vodka, Cazcabel Tequila

As Head of Global Advocacy and Trade Marketing for Cazcabel Tequila, I led a team to grow the brand’s global footprint through innovative activations, distributor partnerships, and targeted consumer engagement as well pushing for commercial success.

My expertise lies in aligning trade marketing strategies with commercial objectives to drive sustainable growth in competitive markets.

Whether your focus is spirits, wine, or RTD's, I bring proven expertise in trade marketing, sales strategies, and brand advocacy to help elevate your brand locally or internationally.

I am also a proud mentor for Equal Measures and work to support those in the drinks indsutry across mutiple platforms. 

Explore my work and passion for drinks on Instagram @thespiritguidenate.