Peter Holland is a rum enthusiast, Spirits Educator, Consultant, Brand Ambassador and much more.

Peter loves the sugarcane spirits category and has travelled extensively, seeing production first hand. He has an engineering background and so technical aspects come easily to him.

He is a consultant for hire who specialises in the spirits category of rum. Most of his time is spent hosting tasting and training events, which are tailored to suit all levels of trade and consumer audiences. He is also busy with brand representation.

He is comfortable working on stand at shows representing brands, sampling and talking about the USP of the rum, rhum or cachaça in question.

He is a Freelance Writer for specialist trade publications, Flaviar blog and occasionally, updating his own website ( Additionally, he is the UK Brand Ambassador for Foursquare Rum Distillery & Rum-Guy (Global Ambassador) for That Boutique-y Rum Company.