David Liddle is a category strategy and shopper insight leader with more than a decade of experience across the drinks and FMCG industries.  

He works with brands and commercial teams to turn consumer behaviour, shopper insight and market trends into clear strategies for growth. His experience spans category visions, future-focused strategies, commercial capability and cross-functional leadership, with a particular focus on making complex insight practical and actionable.  

David has worked extensively within the alcohol industry and has longstanding experience in the no and low alcohol category. He is particularly interested in how changing drinking occasions, evolving consumer expectations and a deeper understanding of shopper needs can help the category broaden its appeal and unlock sustainable growth.  

He is known for combining strategic thinking with a practical commercial perspective, helping businesses move from observation and insight to confident action.