Mario User

I've built drinks brands, on-trade accounts, and hospitality experiences across the UAE, Netherlands, and UK. As Founder of TenToesAgency, I represent smaller brands outside the duopoly through consulting, advocacy, events, activations, and category-led education.

At 1423 Spirits, I established and activated 150 on-trade accounts in the Netherlands in my first year, exceeding target by more than double. I then doubled sales across the top 50 volume accounts through price mix management, incentives, and training.

Across IndieBrands and Amber Beverage Group, I delivered creative customer engagement and brand strategies that accounted for 15% of company profits in 2021, while growing the client base by 20% year-on-year. I've also developed spirits blends and marketing strategy, including for The Duppy Share Rum, and supported Brockman's Gin's growth from 1,000 to 125,000 bottles in five years.

My hospitality foundation includes bar operations and opening teams at Zelman Meats, The Rum Kitchen, CalloohCallay, Hakkasan Restaurant Group, Soho House Group, and Match Bar Group. I use sales data, relationships, training, and thoughtful activations to improve profitability, strengthen brands, and create exceptional customer experiences.