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Alistair Williams holds a BSc degree in Hospitality Management from Sheffield Hallam University, an MSc in Hospitality Consumer Behaviour from the University of Huddersfield and a PhD in Experiential Marketing from Leeds Beckett University. Alistair has worked extensively in the hospitality sector internationally, including spending time in senior management positions in UK, the Far East, Africa and mainland Europe. Alistair has taught both under and post-graduate level marketing and beverage courses in hospitality schools at Universities in the UK, Greece, India, France and now the USA. He has published a number of articles and books focused on marketing and beverages in contemporary markets.