Joel Fraser reinvents Cufflink Club as consultancy
Bar and restaurant entrepreneur and co-founder of Seven Tails brandy, Joel Fraser, has relaunched The Cufflink Club as a consultancy for on-trade businesses and drinks brands.
The Cufflink Club, which Fraser previously used for his Singapore-based cocktail bar operating from 2012 to 2017, has now been transformed into a London-based consultancy that assists hospitality businesses and drinks brands in growing their commercial presence, scaling up, and competing globally.
The Cufflink Club has been positioned to adapt to a rapidly changing industry, with a focus that reportedly extends beyond traditional creative consultancy; emphasising commercial growth strategy, global market planning, and operational scaling, all ready for investment.
At its core, the consultancy seeks to bridge the gap between brand ambitions and on-trade realities.
According to Fraser, in today’s market, having great ideas is not sufficient. Hospitality businesses must also be structurally sound and commercially disciplined.
For drinks brand owners, The Cufflink Club collaborates with founders and leadership teams to develop effective route-to-market strategies for both on- and off-trade channels.
The consultancy’s services include market entry and export planning, on-trade pricing and positioning, advocacy and education strategies, distributor alignment, and international brand scaling without sacrificing capital or brand equity.
For bar operators and hospitality groups, it serves as a commercial performance partner, assisting with revenue optimisation, menu engineering, supplier alignment, operational efficiency, training systems, and provides commercial insights for new openings and expansions.
Fraser co-founded Seven Tails brandy in 2019 and has expanded the brand’s distribution to 20 countries, securing listings at venues including Soho House (globally), Hawksmoor in the UK, Attaboy in New York, and Three Sheets in London.
Fraser’s approach is informed by what he calls an “operator–owner feedback loop”, an understanding developed through opening venues, raising capital, returning it, and ultimately scaling a global drinks brand.
“The industry doesn’t just need better cocktails; it needs better business models,” said Fraser. “Too often, brands burn capital on strategies that don’t land in the on-trade, while venues leave serious revenue on the table through inefficiency or misalignment.
“We don’t just build menus, concepts or brands. We build and guide businesses that are designed to last and generate return.”
The Cufflink Club has already secured its first client, Small Batch Learning, an Australian-based digital-first hospitality training platform with ambitions to expand into the UK and the US.
The consultancy is starting discussions for a limited number of strategic commercial partnerships in 2026, with projects already underway and additional international collaborations in development.
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