Alistair Williams


JWU Faculty Since 2006

Professor Alistair Williams

Contact Info


Professor Williams joined the faculty at JWU Charlotte in 2006. He was previously Head of Department at the University of Rennes in France and Leeds University in the UK and a faculty member at Huddersfield University, in the UK. He has also taught in Greece, India and Thailand.

Prior to becoming a professor, Williams worked in the international restaurant sector as an area manager and business development director, with stints in Spain, Holland, Singapore, Hong Kong and Africa. He also worked in brewing for a major UK brewer and in night clubs. His two main foci are marketing and fermentation/ distillation. Professor Williams has a Ph.D. in Hospitality Marketing from Leeds Beckett University, an M.Sc. in Consumer Behaviour from the University of Huddersfield and a B.Sc. in Hospitality Management from Sheffield Hallam University. Professor Williams is the Managing Partner of the Portrait Gallery Restaurant & Bar, in Matthews, NC.


  • Ph.D., Hospitality, Leisure & Retail Marketing, Leeds Beckett University
  • M.S., Analysis of Decision Processes, The University of Huddersfield
  • B.S., Catering Systems, Sheffield Hallam University

I am always doing that which I cannot do, in order that I may learn how to do it. Pablo Picasso

Scholarly Interests

My research underpins my teaching so my main foci of study are marketing and fermentation/ distillation studies. I have published extensively in both these areas, including producing text book, journal articles, conference presentations and papers and giving key note presentations.


  • CUL4045 Spirts and Mixology Management
  • CUL3092 Brewing Arts
  • HOSP3075 Food Service & Hospitality Strategic Marketing

Extra Curricular Roles

I am heavily involved in local organizations involved with alcohol, such as wine, beer and spirits. I an the Managing Partner in The Portrait Gallery Restaurant & Bar, in Matthews, NC


Professional Affiliations

Global Business Insights Journal
Editorial Advisory Board Member May 2018 – current

Journal of International Business Strategy
Editorial Advisory Board Member Feb 2018 - current

International Council for Hotel, Restaurant and Institutional Education (ICHRIE) 2006-current
• Member of marketing committee
• Conference reviewer
• Conference moderator

South East Council for Hotel, Restaurant & Institutional Education (SECHRIE) 2006-current
• Conference reviewer

Association of North America Higher Education International (ANAHEI) 2006-current
• Conference & journal reviewer

North Carolina Craft Beer Guild 2018 – current
• Education committee member

American Marketing Association (AMA) 2013-current

Charlotte American Marketing Association (CAMA) 2013-current

Charlotte Brewmasters 2013-current

European Council for Restaurant, Hotel & Institutional Education (EuroChrie) 1996-2006
• Conference reviewer
• Chair of marketing

Council for Hospitality Management Education (CHME) 1990-2006
• Conference reviewer
• Member of the executive committee
• Conference chair



  • Williams, A.J. (2012) The Hedonistic consumption of luxury & iconic wines, in Wiedmann, K.P. & Hennigs, N. (Eds.) Luxury Marketing, Springer: Hannover.Williams AJ & Atwell G (2020) Knowledge Transfer in the Champagne Industry: A Conceptual Analysis, British Food Journal (Due Dec 2020)
  • Williams, A., Atwal, G. and Bryson, D. (2020), "Developing a storytelling experience: the case of craft spirits distilleries in Chicago", International Journal of Wine Business Research, Vol. 32 No. 4, pp. 555-57.
  • Williams, A.J. and Smith, A (2020) The Economic Impacts of North Carolina Alcohol Legislation and Regulation. An Issue Brief on Behalf of Western Carolina University, Center for the Study of Free Enterprise.
  • Williams, A.J., Atwal, G. and Bryson, D. (2019) Luxury craftsmanship in the emergent luxury beer market, British Food Journal, Vol. 121 Issue: 2, pp.359-370,
  • Williams, A.J. (2018) Luxury craftsmanship – the emergent luxury beer market, British Food Journal
  • Williams, A. and Atwal, G. (2022) Knowledge Transfer in the Champagne Industry: A Conceptual Analysis, British Food Journal (Dec)
  • Williams, A., Atwal, G. and Bryson, D. (2023) Entrepreneurial responses to Covid-19; The use of digital brand marketing events in the craft alcohol sector, Strategic Change, September.

Honors And Awards

  • 2019 JWU Charlotte Researcher of the year
  • 2018 ICHRIE Reviewer of the year
  • 2016 JWU Charlotte Researcher of the year