James Morgan


James Morgan is the co-founder of Brimful Drinks, a consultancy specialising in providing advice and services to businesses working in and with the no- & low-ABV categories. 

Before founding Brimful Drinks James enjoyed a 25-year career in hospitality, working in some of London and Sydney's finest restaurants. Most recently, at Hakkasan, Christine Parkinson, brought James in to develop The Orchard List, a dedicated premium non-alcoholic drinks list, a global first for a major restaurant group. As well as sourcing products from across the globe, he developed an in-house cold-brewed tea program, premium kombucha and two variants of non-alcoholic 'sake'.

James can't wait to see what's coming next in the 'wine occasion', the area he believes is the most challenging category in no & low. ‘I love that there are now some really exciting innovators who are blending and fermenting and conjuring completely new kinds of drinks,’ he says. ‘They will change how we answer the question - what should we drink with dinner?'