James France has been influential within the Australian drinks industry over the last decade, and is responsible for importing some of the best and most respected craft spirit brands through his company Vanguard Luxury Brands.

He also seems to have a knack for recognising and breaking small brands in the Australian market, brands that then go on to get picked up by the big players in the drinks world, brands like Ketel One, St Germain, Hudson Whiskey and Four Pillars among others.

Sam Bygrave asks James about what he thinks makes a good brand, what new brands need to succeed in today’s marketplace, what the difficulties are in getting a business like Vanguard going — particularly in Australia — and a whole lot more. He’s a super smart guy, and has built arguably the most respected craft spirits portfolio in the country — one that drinks giant Lion liked so much, they bought him out.