Bruce Ray

Bruce Ray, Director of external affairs, Bacardi Brown-Forman Brands

Corporate goal for the year?​

To demonstrate that the industry in which we work delivers regularly, in moderation and responsibly to those consumers who wish to enjoy our brands. In addition, we want to work further to tackle the issues that exist in the UK drinks industry.

Any opportunity to grow your business?​

Every UK business fundamentally must aim to have a strategy of growth.

If there is a downturn in the economy, how bad is it going to get?​

We feel the forecasted downturn in the economy will become a reality and will get worse. It is likely to hit all companies.

Where's the light at the end of the tunnel?​

The industry is under pressure, but a lot of it is unjustified. The levels of binge drinking are coming down, but the facts are not publicised.

If political pressure increases, what's our best form of defence?​

The industry has many initiatives tackling the issues. The major manufacturers support the Drinkaware Trust. In addition, there are many responsible drinks programmes, such as Best Bar None, which are increasingly trying to develop sensible drinking environments.

Biggest challenge your business faces?​

Developing our brands in the face of pressure from the external environment.

Personal goal for the year?​

Seeing London Irish Rugby Club win the European Cup.

Favourite quotation or business adage?​

Regular, moderate consumption is good for our brands and causes no harm to consumers - some sources would say it has health benefits.