Peter Ibrahim, who relocated from Egypt to London at the tender age of five, initially envisioned a career as a sports agent, blending his passion for professional soccer with a law degree. His trajectory, however, veered towards the spirited world of alcoholic beverages, sparking a newfound zeal.

Peter's journey in the beverage industry has been marked by a steadfast commitment to advocating for minority communities. Over a 15-year span, he observed a glaring diversity gap and fewer opportunities for Black and ethnic minorities in the U.S. beverage sector, prompting him to champion inclusivity and representation.

His extensive career encompasses pivotal roles in sales, brand management, and experiential marketing. At MillerCoors, Peter emphasized diversity, especially in managing the brand’s sports sponsorships in Florida. He made a significant mark with the launch of D'usse, a minority-owned cognac brand, a collaboration between Bacardi and Jay-Z's Rocnation, where he oversaw experiential marketing.

Peter's tenure at Pernod Ricard was notable for his contributions to expanding markets for Jameson Irish whiskey and Olmeca Altos tequila in key U.S. states. His leadership in Bacardi's Gin portfolio, particularly with Bombay Sapphire and Oxley, highlighted his commitment to diversity, choosing ambassadors from minority backgrounds.

Later, managing Bacardi's single malt whiskey portfolio, Peter continued to nurture brand individuality while emphasizing diversity and inclusion.

Embarking on the launch of a new gin, Peter's dedication to excellence, inclusivity, and addressing industry disparities shines through, as he aims to inspire broader acceptance and diversity in the beverage industry.