George has been supporting brands to commercialise data and insights for over 25 years, most of them in the drinks industry, on both the agency and the manufacturer side. He has worked in more than 30 countries and is passionate about bringing insights to action for sustainable growth. At NIQ, George leads the Continental Europe, India, Africa and Middle East region for On Premise. NIQ On Premise is the definitive channel measurement, insight and research consultancy that empowers the world's most successful food and drink brands.