Our History

Established in 1997 by entrepreneur Steve Perez, Global Brands has grown to become one of the country’s leading independent drinks businesses. We continue to develop and diversify our offering, adding to our range of products across the premium spirits, tonics, mixers, soft drinks, RTDs and beer categories. Our 17 brands are sold in 55 countries worldwide.

  1. 1997

    Steve Perez launches Global Brands after spotting a gap in the market for a vodka-based RTD

  2. 1999

    Global Brands’ first product, VK, goes on sale

  3. 2000

    Global Brands begins selling products internationally

  4. 2005

    VK sales reach 20 million

  5. 2008

    Kick Energy launches as Global Brand’s first soft drink

  6. 2009

    Adding to our beer portfolio, Global Brands launches Amigos

  7. 2015

    Franklin & Sons premium range of tonics and mixers goes on sale

  8. 2017

    Crooked launches as the first alcoholic soda in the RTD category

  1. 1997

  2. 1999

  3. 2000

  4. 2005

  5. 2008

  6. 2009

  7. 2015

  8. 2017

Steve Perez

Chairman

In 1997, undeterred by the dominance of large brands in the popular RTD market, Steve Perez set-up Global Brands.

After experimenting with vodka and many new and different flavours at a garden party, Steve spotted a gap in the market for a vodka-based RTD. VK was born, with the first bottle going on sale in 1999. It is now one of the best-selling RTDs in the UK.

Global Brands has grown to become a major drinks business that offers 17 brands for every occasion spanning premium tonics, mixers and soft drinks, spirits and liqueurs, beers, RTS cocktails and RTDs. The company’s diverse range is sold in every channel in the on and off trade across the UK and 55 countries internationally.

Steve’s commitment to innovation expands beyond Global Brands. In 2011, he built and opened Chesterfield’s only independent four-star hotel, Casa. The award-winning hotel sells locally sourced food from Steve’s farm, Walton Lodge, while also providing a home for Global Brands HQ and his in-house design studio, Clay Creative.

When he’s not working, Steve can be found racing around rally tracks – he’s a four-time national champion – or trying out new food recipes on his family. Steve has also authored a Spanish inspired cookbook called Mi Casa.

Directors

Mark James, Group Managing Director

Mark has been part of the Global Brands’ team since the beginning, co-founding the company with chairman Steve Perez.

Starting as Sales Director, Mark managed sales strategies and led the team to help deliver long term growth. He then became Managing Director, before becoming Group Managing Director in 2009. As an active shareholder, Mark helps to direct strategy across many different areas of the business, overseeing procurement, distribution, manufacturing and property divisions for the entire Global Brands group.

When he’s not working at our head offices in Chesterfield Mark is a keen cyclist, currently training for the Coast to Coast. He also spends as much time as possible with his family, regularly taking trips to their family home in Mallorca.

Shaun Bacon, Managing Director and Financial Director

Shaun joined Global Brands in February 2009, bringing with him a wealth of financial experience. With an accounting background, Shaun has worked as a Financial Director in a variety of business sectors.

In 2016, Shaun was promoted to Managing Director of Global Brands, alongside his role as FD, to help develop long term strategies to grow our brand portfolio.

In his free time, Shaun is a keen golfer and tries to get out on the course whenever he can. He also likes to keep fit, in 2017 he ran the London Marathon and has completed the three peaks challenge in under 24hrs.

Julian Atkins - UK and Export Sales Director

Julian joined Global Brands in 2009 from Heineken UK where he spent eight years in senior sales positions. Prior to this, he started his career with Nestle and spent 6 years there developing his skills.

As Export and Sales Director, Julian has set out a clear vision for growth across all channels.

Outside of work, Julian spends as much time as possible with family and friends. His weekends consist of his son’s football matches, attending his beloved Everton and cooking.

Santiago Perez, National Account Director

Santiago Perez has been with Global Brands for 20 years, since the beginning. Santi’s role has evolved from deliveries and sales to National Account Director.

Santi’s role involves managing large accounts and liaising with customers to create lasting partnerships and relationships with Global Brands.

He plays golf badly and is a season ticket holder at Manchester United. He also owns two bars in Chesterfield.