Addie's considered, fully-equipped studio is where most of his drink, product and portrait shoots happen – he is also excited by the resurgence of location projects, revelling in real-life situations.
With a postgrad in Social Anthropology and almost 20 years' experience across most aspects of the drinks industry – cocktail bartending, journalism, copywriting, trend analysis, and always with camera in-hand – he implicitly appreciates the entire ecosystem from cocktails and production logistics to branding and marketing strategy.
He likes to get my teeth into a juicy brief: building out art direction and brand positioning with independent challenger brands, developing whole asset suites of serves for established brands, or producing striking key visuals for global OOH campaigns – whether meticulous still-life arrangements or energetic lifestyle setups with talent.
Addie's current favourite drink is an Autumnal Negroni. But that's just this month.
He has photographed 13 published food & beverage books, including a 2026 Fortnum & Mason award-winner, as well as several brand books. En route, Addie has the sneaky suspicion that he has shot more distilleries than any other photographer.
Beyond the commercial work, his paintings and art photography hang in homes across the UK, US and Europe. He has spoken at Tales of the Cocktail and elsewhere on topics including social media and art, creativity and failure, and the shifting landscape of drink aesthetics; about where great drinks photography comes from, what it actually does for brands, and why much of it doesn't work. Especially today.
To discuss a project or grab a working martini, get in touch.