Ex-Glenturret MD launches Baern drinks consultancy
Jennie Baernreuther, the former managing director of Glenturret Distillery, has founded Baern Consulting to help brands navigate the drinks industry.
Baern Consulting has been established to help brands navigate the increasingly complex and competitive trading environments of the global drinks industry by providing tailored strategic commercial expertise.
Established by Baernreuther, the consultancy offers board-level insights and commercial expertise without the long-term commitment of hiring an executive. Services are available on an ad-hoc, project, or retained basis, providing businesses with flexibility.
Baern collaborates with beverage brands and businesses to help them scale successfully, enter new markets, and accelerate profitable growth.
Baernreuther, director of Baern Consulting, explained: “I founded Baern after recognising a real demand for business consulting tailored to the drinks industry. Amidst persistent global trading challenges, many businesses are finding it hard to meet expectations. They want a sharper commercial strategy and senior-level expertise, but without the overhead of another full-time executive.
“Baern exists to bridge that gap – helping businesses tackle their toughest challenges and uncover new opportunities for growth.”
With more than 20 years of experience in commercial leadership, Baernreuther has amassed extensive industry knowledge, working with both founder-led independent companies and multinational corporations.
For 17 years, she played a key role in the growth of Speciality Drinks within The Whisky Exchange group, helping establish it as a leading global route-to-market. She later supported the integration of the company into Pernod Ricard, following the acquisition in 2021.
Baernreuther served as the managing director at The Glenturret Distillery from March 2024 to September 2025, where she drove the success of several key milestones, including securing essential funding, enhancing profitability, and establishing a global distribution strategy.
In addition to her new consultancy, she also serves as a board member of The Drinks Trust, advocating for people and sustainability within the industry.
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