With more than 20 years of global drinks industry experience, founder Jennie Baernreuther has built a career accelerating brands, businesses, and people. She brings the perspective of both founder-led independents and multinational corporations, offering clients a unique blend of strategic insight and real-world commercial experience.
Jennie is also a board member of The Drinks Trust charity, reflecting her passion for supporting and sustaining the people who shape this spirited industry.
Her journey includes 17 years with Speciality Drinks, where she played a central role in scaling the business into an industry-leading route-to-market. She went on to hold senior leadership roles at The Whisky Exchange and later became Managing Director of The Glenturret, Scotland’s oldest working distillery.
At The Glenturret, Jennie delivered transformative results: improving profitability, securing business-critical funding, creating a global distribution strategy, and building a five-year business plan that charted ambitious growth for the future.
Armed with an MBA and a reputation for curiosity, rigour, and practical problem-solving, Jennie now brings her expertise to BAERN. Her mission: to partner with drinks businesses worldwide, helping them navigate complexity, unlock opportunities, and achieve sustainable success.