With nearly 30 years of experience at Diageo, Loukas brings a mix of business knowledge, leadership and a real passion for the bar world. He started in finance, moved into sales and marketing across Greece and Europe, and currently leads On Trade Advocacy for Eastern Europe, working across 30 countries for over 12 years. He launched World Class in 12 countries, took Diageo Bar Academy to 21, and led a team of 40+ brand ambassadors working side by side with local bar communities. His belief: scenes aren't built by brands, they're built by people. Returning to Athens, his hometown where his Diageo career began, he tells his story from the bar scenes of the East and the people who wrote it.