ABOUT
Our story
Founder Craig Johnstone identified a need in the market for a dedicated export service for SME drinks businesses.
He established Cheers Global in 2024. Leveraging his extensive sales career, drinks industry acumen, and wide network, Craig developed bespoke solutions to help beverage companies navigate and enhance their export ventures more efficiently and successfully.
Meet the founder
Cheers Global was founded by Craig Johnstone in 2024, driven by his enduring love for travel born during his school years in South East Asia. This transformative journey profoundly influenced his career trajectory.
While studying for his degree in Glasgow, Craig worked at Majestic Wine part time which allowed him to complete his intermediate WSET certification, sparking a deep interest in the drinks industry.
This initial exploration led him to join Majestic Wine's graduate programme upon degree completion, where his commitment saw him achieve his advanced WSET certification and eventually transition from retail to B2B sales.
He then went on to hone his skills at renowned companies like Britvic Soft Drinks and Coca-Cola Enterprises, culminating in an opportunity to join Sovereign Beverage Company in 2018 as an Export Sales Manager.
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Craig progressed rapidly to a Head of Sales role, before winning a promotion to Sales Director, underscoring his impactful contributions to the company's growth and supplier relationships.
Craig has spent the previous two decades gaining valuable insights and forging relationships in Europe, North America, Asia, Australia, and South America, alongside representing industry giants such as Pepsi, Robinsons, J20, Mountain Dew, Coca-Cola, Old Speckled Hen, Hobgoblin, Trooper Beer, and Thatchers Cider.
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