Herchelle founded Drinks Partnership in 2020, a consultancy to businesses serving the drinks sector and provides advice and support across brand advocacy, training, sales development, and route to market channel strategy.

Her unique multi-channel experience spans over a decade in FMCG, where she previously held commercial buying roles with prominent retailers Waitrose and Marks and Spencer and as Head of Trading, BWS at Bestway Wholesale.

Herchelle has been recognised for her work and contribution winning multiple awards for IWSC, ISC and Drinks Retailing awards for Spirits Retail Buyer of the Year and Spirits Multiple Retailer, also for leading the development of award-winning private label spirits. Whilst at Waitrose between 2010 and 2016, Herchelle developed a market-leading Spirits range that piloted craft gin and premiumisation in retail. This experience ‘on the other side of the desk’ is the foundation to Drinks Partnership, differentiated by subject-matter-expert insight and know-how.

Herchelle contributes to the drinks industry as a Drinks Trust mentor and as specialist in the drinks industry regularly judging for drinks and retail competitions, and speaking on industry panels on category and retail trends.