‘If you want to change something, you have to do it together’ – World Spirits Alliance CEO Helen Medina speaks to Global Drinks Intel – Part I

Earlier this month, Global Drinks Intel editor Olly Wehring met up with the CEO of the World Spirits Alliance, Helen Medina, to hear more about her nearly-two years at the head of the trade association.What’s the history of the World Spirits Alliance?The organisation’s been around as a loose alliance for around 20 years, after the distilling community agreed it should meet up annually to exchange ideas. These meetings took place in Geneva.In about 2019, the arrangement was formalised as a trade association in Belgium that was run through SpiritsEurope, which coordinated the national trade