Senior market leadership for spirits brands looking to build something iconic.

Jon Gray

Founder · Strategy, Commercial, Activation

A senior brand strategist with over a decade of national and global experience translating brand vision into commercial reality, alongside more than 15 years leading hospitality venues across three continents.

From global brand ambassador and advocacy manager at Pernod Ricard to commercial and marketing leadership across both internationally recognised brands and independent start-ups, Jon has worked at senior level across the full spectrum of the spirits industry - as a bartender, cocktail creator, writer, educator and brand builder.

Jon combines expertise in communications, leadership and business strategy with a deep passion for narrative, education and bringing brands and ideas to life.

"We work with brands that are serious about building a real presence - not just gaining more listings, but growing a market."

Based in London. Working across the UK, EU and internationally.

Bones Branding

Creative & Design

Bones Branding is Iconic Spirits’ in-house creative studio and independent agency, translating brand strategy into visual and experiential reality.

With over a decade in design agencies and another designing for global spirits brands, Bones ensures every touchpoint - from tasting mats and POS to digital campaigns, events, playbooks, and internal tools - delivers in style, consistency, and impact. Bones Branding brings agency-level creativity and craft to every Iconic Spirits project - helping brands and teams shine wherever they show up.