Sam Cooklin-Smith is the co-founder of Kore Drinks, a specialist agency and distributor focused on low and no-alcohol beverages. With over 14 years of experience in the drinks industry, Sam has become a leading voice in the rapidly growing no/low category, working closely with brands, retailers, and hospitality operators to build commercially successful alcohol-free portfolios.

His background spans wine, spirits, and international winery experience in Australia, alongside senior commercial roles in the UK drinks trade. Sam has played a key role in developing and scaling non-alcoholic drink offerings, helping businesses understand how to position, price, and sell these products effectively to modern consumers.

Recognised for his deep understanding of consumer behaviour and category trends, Sam regularly advises on menu development and market strategy, particularly within the non-alcoholic beer segment, where quality, flavour, and occasion-based drinking are driving growth.

As a judge at the London Beer Competition, Sam brings specialist expertise in non-alcoholic beers, evaluating entries through the lens of flavour integrity, drinkability, value, and real-world market performance.