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As a partner in a successful gin start-up, Sarah knows how to create STAND-OUT brands —because she's done it herself.

Throughout her work, Sarah has earned a living as a brand strategist, shaper and communicator working with start-ups, entrepreneurs, and brands looking to launch in new markets, grow or reconnect with themselves.
After working in-house for eight years at PUMA and then Ben Sherman, she founded and directed her first agency, "15 Minutes", in 2004 with clients howies, cult clothing brand Modern Amusement and Lee Cooper, amongst others. 
Using the moniker “Under Rocks”, Sarah went freelance in 2009 to secretly live on the road for seven years whilst helping Sailor Jerry Rum launch in 35 countries worldwide. 
From 2016 onwards, Sarah acquired specialist knowledge of the American market, having worked collaboratively to help shape and launch VICE Media’s beer in New York, 805 Beer in six US states and her current project, Sweet Gwendoline French Gin, in which she owns equity.  

Sarah is now happy to share her experience, creativity and strategic knowledge to help thought leaders turn their ideas into actionable manifestos. 

Current clients:
Sweet Gwendoline French Gin (US)
Workers Whiskey (US)
Flotsam & Jetsam (US)
Whitehair Co. (UK)

Photograph by @wigworland

Addi Merill Marketing Consultancy.

"Sarah Feeney has an illustrious career working on lifestyle and culture-based brands and was featured in the BBC documentary "Cool Hunters" on how brands express their culture for authenticity.

She is a highly creative brand expert with a unique skill set in brand architecture, DNA, playbooks, culture marketing, brand books, growth, and revenue development.

A remote live-work pioneer, she spent ten years travelling the globe relentlessly to immerse herself in the local culture whilst launching brands in 35 countries

She has a clear understanding of aesthetics, culture, lifestyle and influence and a keen editorial eye that designed, built, and provided the photography for this website."

"A legend in her own right... Sarah is probably the world's first method researcher where she immersed herself in the community or culture she researched to give her clients the best and most authentic point-of-view for their needs."

Antonio Bertone.

We worked together at PUMA whilst Tony was the CMO. 

"A pioneer."

Terence Parris: Sports brands and diversity consultant

We worked together at PUMA during the brand repositioning. 


Seven years Global Culture Director at Sailor Jerry Rum

Five years as
Global Head of Culture & Entertainment at PUMA 

Hand-picked by
VICE Media to advise on its Old Blue Last beer 

Launched brands in
75 global cities
Was the subject of a
BBC documentary about brands & sub-culture 

Client quote

Kevin Beyer 

KBOT Consultancy USA

"Whether it's creating a brand book, launch plan, developing social media content, or identifying collaborators, the results are smart, strategic, and on-brand."


Work delivered:

Brand development for Sweet Gwendoline French Gin.

Health and Wellness

Beverage Alcohol

Fashion and Sport

benefit from my experience as a freelance consultant —best practice, turnkey solutions and a readymade footprint

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