We are delighted to welcome Michael Whitford as the new Chair of the Drinks Association's Supply Chain & Logistics Forum. Michael brings a wealth of supply chain experience to the role, with a career that spans logistics, forecasting, planning and end‑to‑end supply performance.
Over the years he has worked closely with major retail partners, beverage suppliers, and logistics providers, building a rounded understanding of how the FMCG and alcohol supply chain operates.
His background includes managing national customers, leading operational relationships with 3PLs and driving service improvement programs that have strengthened supply chain resilience across the sector. It's this breadth of experience across both the commercial and operational sides of the industry that makes him uniquely placed to lead the Forum.
Stepping up at a pivotal moment
Michael takes on the Chair role as the alcohol supply chain faces a period of significant complexity, including increased import dependencies, fluctuating global shipping conditions and evolving customer expectations.
"I'm excited and honoured to step into the Chair role, particularly at a time when the alcohol supply chain is undergoing so much transformation," Michael says. "What I'm most looking forward to is facilitating conversations that help us simplify and stabilise the alcohol supply chain, improving planning, strengthening service, reducing friction points and supporting each other to operate more efficiently."
A vision for collaboration and consistency
At the heart of Michael's vision for the Forum is a belief that meaningful progress comes from working together. With complexity spanning imports, bonded warehouses, regulatory controls, and high seasonal variability, the alcohol supply chain is not a challenge any single business can solve alone.
"In the alcohol industry, collaboration isn't optional, it's essential," he says. "The Forum's role is to turn transparency into action and ultimately, into better outcomes for customers."
In his first few months as Chair, Michael is particularly keen to open a conversation about creating more consistency across the industry – from planning cycles to communication rhythms. "Establishing a more consistent approach across partners will help reduce complexity, improve service outcomes and create a smoother supply chain experience for customers," he notes.
We look forward to the conversations ahead and the positive impact Michael’s leadership will have across the industry.