Simon Potts is CEO of The Alchemist, the UK’s leading creative cocktail bar and restaurant brand. The concept was established in Manchester in 2010 and has since grown to 20 locations, including; London, Birmingham and Edinburgh. Simon has worked in the hospitality industry for 20 years and joined the business in 2015, following a private equity buyout. Since then, he has grown revenues from £11m to £50m, and The Alchemist has won multiple awards for its drinks and its designs, as well as accolades for their approach to its people and the environment. The brand has a strong online presence and has built a successful ecommerce platform; offering a range of at home cocktails and a recipe book celebrating 10 years of theatrical drinks. In 2018 his team launched ‘Aether’ a development bar concept in Liverpool.