Crease & Form is a small consultancy built exclusively for liquor and beverage brands. We sit at the intersection of commercial and creative, turning strategy, data and brand story into clear go-to-market direction and retailer-ready growth systems that align sales, distributors and marketing teams.

The consultancy is led by Samm Creasey. Samm has spent the best part of two decades in the liquor industry, supporting brands through launch, expansion and step-change growth across retail, on-premise and global travel retail. She has worked close to founders and within larger customer and trade marketing teams, which brings a grounded view of what truly shifts performance in market.

Our approach is simple: fewer priorities, clearer proof points, better execution, and trade spend that works harder. We focus on the few growth drivers that matter at the point of purchase, then equip teams with the story, tools and guidance to deliver consistently. When specialist input is required, we pull in trusted advisors to strengthen the work and accelerate outcomes.