NEFT Vodka has built its reputation on a straightforward proposition: a two-ingredient spirit, crafted using mineral-rich mountain spring water drawn from beneath the Austrian Alps and ancient rye grain, with no sugar and no additives. That clarity of purpose has shaped not only the product but the commercial decisions surrounding it, including the promotion of Amanda McLeod to Chief Commercial Officer announced this month.

McLeod joined the brand in September 2024 as Brand Director and spent the following year reshaping its commercial footprint across the United Kingdom. Under her leadership, NEFT expanded to more than 250 new distribution points spanning both on and off trade, and executed 25 major consumer and trade activations, among them notable partnerships with Silverstone and Selfridges.

“I am honoured to assume the role of Chief Commercial Officer at NEFT Vodka. It is a privilege to build upon the brand’s remarkable trajectory in the UK and globally, and I look forward to crafting more distinctive, memorable experiences that resonate meaningfully with both consumers and trade partners.”

Amanda McLeod, Chief Commercial Officer, NEFT Vodka

Her rise to Chief Commercial Officer arrives at a moment of genuine momentum. With a product that has steadily earned its place in the upper tier of the vodka category, the brand is now placing that ambition on a firmer commercial footing.

A career built on brand building

Amanda brings to her new role a career spanning some of the most recognised names in the global spirits and consumer goods industries. Prior to joining NEFT Vodka, she held senior marketing and commercial positions at Wella Company, Sazerac Company, Bacardi and Procter & Gamble.

During that time, she managed a portfolio of well-established brands including Fireball, Southern Comfort and Buffalo Trace, each requiring a distinct approach to market positioning, consumer engagement and commercial strategy. That breadth of experience, across both mass-market and premium segments, has given her a practical understanding of what sustained brand growth actually requires.

Expanding the brand’s reach

The results Amanda delivered during her first year were notably tangible. Expanding to over 250 new distribution points marked a meaningful widening of NEFT’s physical presence across UK retail and hospitality, while the 25 activations she led spanned both consumer-facing events and trade-focused campaigns.

“Amanda’s leadership and proven track record have been key to NEFT Vodka’s growth in the UK. Her promotion reflects the brand’s commitment to supporting talent, and continued innovation and expansion in the premium spirits market.”

Jeff Mahony, Chief Executive Officer, NEFT Vodka

Partnerships with Silverstone and Selfridges are not incidental choices, they place the brand alongside audiences that value provenance, quality and considered consumption. These activations have helped NEFT establish credibility in spaces where premium spirits are expected to perform on more than price alone.

Two ingredients, one vision

Any commercial strategy for NEFT Vodka begins with the liquid itself. Made from two ingredients, mountain spring water sourced from deep beneath the Austrian Alps and ancient rye grain, the vodka contains no sugar and no additives. The result is a spirit suited to being consumed neat, on ice, or as the base of a well-constructed cocktail.

NEFT is bottled in a lightweight metal barrel that is unbreakable, fully recyclable and capable of keeping the liquid cold for extended periods. It is a practical format with genuine environmental credentials, and one that gives the brand a distinctive presence in a crowded category.

Standing out in a crowded market

The premium vodka category has grown increasingly competitive over the past decade, with a widening field of brands competing for space in high-end retail and on the back bars of well-regarded venues.

NEFT has opted for focus over volume. A two-ingredient product, a distinctive format and a deliberate approach to distribution and activation form the basis of a brand that knows precisely where it stands and where it intends to go. Amanda’s appointment as Chief Commercial Officer positions the business to press that advantage with greater force, both within the UK and across international markets.