Berish’s start in the industry wasn’t easy. Despite his background in finance, he quickly realised that the skills he had honed in investment banking weren’t necessarily an asset. “In banking, the focus was always on the exit – how quickly value could be extracted. My first five years in this business were horrible,” he admits, but those early struggles taught him invaluable lessons. Building a brand, he discovered, wasn’t about quick wins; it was about patience and resilience. “Great brands take time,” he notes, likening the process to raising a child.
His journey began with a brand that no longer exists; and shaped Berish’s philosophy despite failing commercially. It taught him that success is born from failure. Today, Sovereign Brands boasts a portfolio that includes several wildly successful labels like Luc Belaire, Bumbu Rum, and Deacon Whiskey. Each one, he emphasises, was born from intuition rather than market trends or research. “I don’t follow trends; I want to set them,” he says, explaining why he launched Luc Belaire in a black bottle of rosé – a risky move that’s now iconic. Against industry wisdom, he introduced a premium rum when others advised against it. “Now we’re one of the fastest-growing rum brands in the world,” he states.
The success of Sovereign Brands caught the attention of French multinational Pernod Ricard, resulting in a unique partnership that leverages both companies’ strengths. Though vast in size, Pernod Ricard remains its family-owned roots, with a rich history that resonates deeply with Brett Berish. He shares Pernod Ricard’s belief that brand building happens in real, personal encounters.
For Berish, meeting mixologists, bartenders, and patrons is non-negotiable. “That’s how you build a brand; there’s a saying by Paul Ricard, ‘you should make a new friend every day,’” he recalls, expressing admiration for the ethos of Pernod Ricard’s founder, Paul Ricard, who championed this approach. With Pernod Ricard’s support, Sovereign Brands has the freedom to continue in its unconventional ways while gaining the benefits of a global powerhouse.
Working alongside his brother is another piece of the puzzle. Berish finds enormous value in this familial structure. “We have defined roles, which is key in any business,” he explains. But it’s more than just structure – there’s trust. “I know how hard my brother will work, and he knows I’m the same way,” he says, describing Sovereign’s culture as one of ultimate accountability and independence. This ethos extends to his entire team: “I trust them, and more than anything, I tell them, don’t wait for me – just go do it.”
Music, especially hip-hop, has been another key influence for Berish, who forged a natural synergy between Sovereign Brand’s labels and artists. The house’s ambassadors are chosen from those who genuinely support the brand, many of whom come from the music industry. In Africa, this connection has expanded into the Afrobeat movement, where the company is working with local artists to launch an album. This alignment with music culture is a natural fit for Berish: “If I liked country [music], that would have been my lane. But I love hip-hop, so that’s where we went.”
When asked about the recent wave of celebrity-owned spirits brands, Berish is candid. He welcomes the competition, as long as it’s genuine. “If they’re serious about it, great,” he says, but adds that success comes only to those who are fully invested. It’s about living the brand daily, something that Berish himself has done – sometimes at great personal cost. He speaks openly about his own tough moments, from losing his home to having his bank account emptied by the IRS. These hardships, he believes, are the true markers of a self-made success. “If you want to start a business, be prepared to struggle,” he advises.
Fathering brands
Berish’s approach is quite action-oriented, he insists on handling even the smallest tasks himself – no personal assistants, no delegations. “If anyone is going to mess this up, I want it to be me,” he asserts. This hands-on attitude, rooted in his early struggles, is essential to his philosophy of brand-building. For Berish, creating something meaningful means doing it personally, without shortcuts.
This personal investment extends into every Sovereign Brnad product. Each creation has a rich backstory rooted in heritage or craft, something Berish believes is essential for authenticity. Take Bumbu, inspired by the sailors of old who used to create their own spiced ‘grog’ to improve their drink and termed it ‘bumbu’. Or Deacon, a tribute to Scottish craftsmanship, where the title “Deacon” is reserved for those who excel in their craft. For Berish, it’s about weaving stories into each brand, creating an experience that resonates deeply with consumers. “If I don’t believe my rum is the best, I won’t launch it,” he says.
With several brands in different stages of growth, Berish sees himself as a father managing his children. Each has its own character and needs, from Luc Belaire, which he likens to a teenager finding its own way, to Deacon, still a baby in need of nurturing. He spends his days travelling and meeting people in every market, letting each brand grow organically within its cultural context. “In Japan, Deacon is served as a highball; in Turkey, Bumbu is enjoyed as shots,” he says, embracing these local expressions.
Looking ahead, Berish is confident that premium spirits will continue to grow, fuelled by an evolving cocktail culture, especially in Malaysia, and increasing consumer demand for quality. He sees young consumers, who may not be able to afford his brands yet, aspiring to own them. For Berish, this next generation is crucial—they will grow into the brand, just as he’s watched Luc Belaire become a staple in French nightclubs, where its newest blue bottle has become a trendsetter.
The success of Brett Berish is the culmination of grit, resilience, and an unwavering belief in his vision. His journey is a testament to the power of authenticity and the importance of a personal touch, even in an industry dominated by global corporations. For Berish, Sovereign Brands isn’t just about selling bottles; it’s about creating connections and telling stories that endure. And as long as he can keep doing that, he’s content. “As long as people are happy with my brand, I’m happy,” he says, a sentiment that captures his dedication to the craft and his respect for the journey.
Images: Sovereign Brands
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