LEE YING ZHI, REGIONAL BRAND MANAGER – HENDRICK’S GIN

Lee Ying Zhi – Regional Brand Manager – Hendrick’s Gin, Sailor Jerry Spiced, Solerno

Lee Ying Zhi joined the family-owned company as the Regional Brand Manager of Hendrick’s Gin, Sailor Jerry Spiced and Solerno in 2012, and spearheads some of the quirkier and more characteristic brands in the William Grant & Sons portfolio.

With a focus on growing the presence and consumer uptake of these spirits in key markets in Southeast Asia, Zhi is constantly thinking up innovative experiential activities that not only engage but also educate the consumer about the spirit and its brand story. She is passionate about delivering authentic brand experiences whilst bringing a fresh perspective to the spirits industry and has made it her personal mission to ensure that Hendrick’s Gin takes over the world, one cucumber at a time.

Much like Norman ‘Sailor Jerry’ Collins, the father of old school tattoo and the inspiration behind Sailor Jerry Spiced, Zhi lives & breaths the ethos that “Good work speaks for itself”, something that she has proven in her time in the role, having established successful partnerships with The Butter Factory Group and key lighthouse bars like Bar Naked on Club Street and Sauce Bar at The Esplanade, and overseen the execution of unforgettable events that have guests and media eager for the next one.

Zhi holds a Bachelor of Arts degree in Communication and a minor in Marketing from the University of Buffalo, and is no stranger to the F&B industry, having previously led the marketing team of Peranakan Place Group, which owns Alleybar, Acid Bar and Outdoor Cafe.

Through the years, she’s discovered her passion for connecting consumers with the many faceted brand angles of the spirit industry and has never looked back since.