About Dai Wakely

Experience from both sides of the table


I’m Dai Wakely, founder of Guided Spirits.


I have more than 20 years’ experience across hospitality, drinks development, distilling, manufacturing and business ownership.


I am the former founder and owner of Cygnet Distillery. I also spent five years at Hensol Castle Distillery, first as Master Distiller and later as Head of Commercial.


I am now also the founder and brand owner behind Bad Pun Spirits Co.


I have worked with more than 100 drinks businesses, ranging from first-time founders to established brands and large-scale producers. Spirits developed during my career have achieved more than 50 gold awards.


Being both a consultant and a brand owner means I understand the commercial reality from both sides.


I know what it is like to invest my own money, manage minimum order quantities, deal with suppliers and manufacturers, and take a product from an idea to a finished bottle.


  • 20+ YEARS’ INDUSTRY EXPERIENCE

  • 100+ DRINKS BUSINESSES SUPPORTED

  • 50+ GOLD AWARDS ACHIEVED



End-to-End support for your drinks brands.

CONCEPT & NPD

From initial idea to exceptional liquid concepts that stand out.

RECIPE DEVELOPMENT

Expert formulation and refinement to create award-winning products.

PRODUCTION SUPPORT

Manufacturing guidance, supplier management and process optimisation.

COMMERCIAL STRATEGY

Market analysis, pricing positioning and go-to- market planning.

COMPLIANCE & REGULATION

Label compliance, UK alcohol regulations and export guidance.

LAUNCH & GROWTH

Brand storytelling, launch strategy and ongoing growth support.