What we do

Hedonist Drinks is a consultancy company delivering expert support to all sectors of the hospitality industry, providing; brand development, staff development training, venue consultancy and brand advocacy.

With expertise in creating menus, developing training, and delivering turnkey bar solutions, we can undertake and advise on anything from boutique gin companies through to high-street bar chains.

Drinks development

We enable brands to build their individuality through bespoke drinks, engaging activations and innovative brand strategy. Our extensive knowledge of drinks development means we really grasp what makes your product unique. We aim to make every element of your brand a positive experience for the consumer, and a strategy for growth with the brand.

We create compelling content to unite your brand to the people who matter. From cocktail styling, cocktail film shoots, brand launches and photo stills our full production and creative services that include nearly everything you’ll need to bring your brand story to life. Including but not limited to; liquid development, cocktail consultancy, bar menu development, drinks strategy and signature serves.


We feel outstanding service, bar tutoring and training is vital to success. Inspiring staff with relevant knowledge and training improves venue credibility, customer service and staff retention, finally driving your businesses profitability. We offer bespoke bar tutoring for staff in high street, premium and prestige venues to help bartenders develop their skills, knowledge and talent for customer service and to ensure enjoyment within their job.

Bringing a product to life and delivering its brand message through unique experience provides an effective way of trialing and marketing a product. We create innovative and engaging customer focused activations. Each session is custom made for the brand, and is produced and delivered by the one-stop shop that is Hedonist Drinks.

Venue consultancy

Working with owners and directors of new and existing venues, we ensure that first class service and unparalleled management become the rule for all involved, passing on our comprehensive knowledge, dedicated network and unequalled experience.

Fear not, we do not want to take over. Our role is to work alongside you, we will develop the structure you have built so far. Your unique concept is our passion; adding a vital level of understanding to build a platform from where your venue can excel. We provide insights from ingredient combinations to the key processes and procedures that keep every bar running. Including but not limited to; supplier negotiations, bar design, staff-training, menu engineering & financial reporting.

Brand advocacy

Creating and increasing familiarity of your brand through a network of bartenders and industry leaders is a great way to generate sales of your product. We activate advocacy programs, inline with your brand plan, brand goals, humanise your brand through a network of people that love and live your brand. Aiding to increase your social reach and positive word of mouth.

Your brand advocates act as a foundation to build equity in the market whilst educating and engaging with bartenders,. We build the training plans and implement your key objectives no matter the quarter.


 Take a look at a selection of experiences we’ve created for our clients. 

Each project is tailor made to deliver the right experience to suit your brief.

our team

Dan Crowther

Dan Crowther

With a career stretching back 12 years within bartending and training, Dan is extremely well regarded and connected member of the Global hospitality industry. Working his way up from bar-back to head bartender in his first 6 months in the industry. Throughout his career Dan has competed in a number of high profile UK & global cocktail competitions including Monin UK Cup and Diageo’s World Class to name but a few.  2015 saw Dan with business partner Bruce open The Hedonist Project, the world’s first permanent revolving pop-up bar in Leeds city centre. Along with this success venue Dan also has a drinks consultancy agency providing drinks development, training, venue consultancy and brand advocacy working with the likes of Britvic Plc, Savvy Marketing and Pepsi. Dan has also held the title of UK (North) & Ireland Portfolio Brand Ambassador for Atom Brands representing most notably Ableforth’s Bathtub Gin.  

Bruce Lerman

Bruce Lerman

With over 13 years of experience in the bars and events industry, Bruce is highly regarded within the hospitality sector. From humble beginnings as a bar-back, he quickly found his feet and worked his way up from a company trainer at a high street bar chain, to a general manager at an independent champagne bar, where he built a successful business for 7 years. In 2015, Bruce opened The Hedonist Project, the world's first permanent revolving pop-up bar in Leeds city centre. Alongside this successful venture, Bruce also runs a bar events agency, providing staff, bar management, events production and pop-up bars, helping to provide craft cocktail experiences that can be scaled up to suit an event of 120,000 capacity- to date his bar events agency has worked with some of the UK’s largest festivals with brands such as Wilderness and Parklife to name but a few.

Jon Lee
Jon Lee

Supported by 10 years in the hospitality industry, Jon has created a name for himself as an award winning bartender and respected management figure. Moving to Leeds shortly after a brief stint as a “beer slinger” in Birmingham, he quickly moved up on the cocktail bar scene. He worked his way up through the ranks at Leelex, an independent bar company in Leeds. Where he went from Bartender to Bar Manager to General Manager and Head Distiller at the well renowned Jakes Bar & Still. After 9 years with Leelex, Jon came to join Hedonist, where he is the drinks director for the business, whilst also heading up the consultancy arm of the business.  Along with Jon’s Hedonist commitments Jon has recently joined the Brown-Forman UK training team as a ‘Friend of Jack’ where is a city ambassador where he spreads the knowledge of Jack Daniel’s. 

Get in touch

To get in touch with for more information, contact the team by email: