Our Founder

Mikey Hirsch

Mikey is the founder and driving force behind Jack of All Drinks Ltd, bringing a rare blend of global hospitality experience, creative flair, and analytical insight to the world of drinks consultancy. His career has taken him across the world - from managing high-volume restaurants and nightclubs in Canada to opening a hotel bar in a 5-star resort in Niseko, Japan. Back home in London, Mikey has worked across every corner of the hospitality industry, including bars, restaurants, weddings, large-scale events, and business operations.

In the last five years, he moved to the other side of the bar, playing a key role in helping build Brixton Distillery from a start-up into an internationally recognised spirits brand. Throughout his career, Mikey has combined his degree-level background in mathematics and business with a deep passion for drinks development and operational excellence. His wide-ranging expertise includes cocktail menu writing, bar and operations management, events and wedding planning, distilling, sales strategy, HMRC compliance, and business planning and cashflow management - making him a true all-rounder in the drinks and hospitality space.

Mikey Hirsch, director, Jack of All Drinks Ltd

Previous Work

Marylebone Leisure Group

Mikey began his training into Operations Management during his three years spent at Marylebone Leisure Group, where he managed their flagship site. Mikey was tasked with developing site-wide drinks menus and training new incoming managers.
Barsmith Event Bars

While working with Barsmith Event Bars, Mikey delivered high-quality bar experiences at major events and brand activations across the UK. Collaborating with renowned clients such as Taste of London, Festibowls, RBS, and Pandora, Mikey played a key role in executing premium, high-volume service while maintaining brand integrity and guest experience at the forefront.
Cottons Rhumshack Group

Mikey continued to hone his skills in bar management when he took on the role of Bar Operations Manager for Cottons Rhumshack Group - a vibrant and well-loved Caribbean restaurant and rum bar brand in London.

Mikey oversaw bar operations across all 9 sites within the group, managing everything from staff training and supplier relationships to cocktail menu development and cost control whilst helping the business keep afloat during the difficult covid period in 2020.
Market Row Botanical Rum

Mikey worked at Market Row as a sales, rep, distiller and eventually was promoted to Head of Operation and Sales.

During his time he oversaw development of a number of products including Liquid V Pineapple Rum, the Brixton Dram and finally a line of kegged RTD cocktails.
Fortnum and Mason

In both 2023 and 2024, Mikey took lead on the recipe development for Fortnum and Mason’s special edition “Red Rum” for Halloween (as seen on ITV!). Mikey was the first guest distiller to create aa special edition product in Fortnum and Mason’s incredible new in-house distillery in their Piccadilly site.
Panaceum Drinks

As a Sales Consultant for Panaceum Drinks, a London-based company specialising in premium RTD cocktails, Mikey drew on his industry expertise and network to help position the brand within the competitive drinks market, driving awareness and early adoption across key hospitality venues. Mikey played a key role in launching helping them launch their newest product, Citrisynth, into the market.
The Bus Stop Events

Mikey is also a Director of The Bus Stop Events, an events company specialising in music festivals, outdoor gatherings, and bespoke weddings. Known for its unique converted bus bar setups and seamless service delivery, the company brings creative flair and operational expertise to large-scale and off-grid events across the UK.