About Kieran, the Founder
A career understanding what people really think
My name is Kieran Griffiths. I've spent my career working in market research - understanding consumer behaviour, what drives satisfaction, and where brands leave value on the table. During that time I've worked with many alcohol brands around the world, giving me a genuine depth of understanding of alcohol consumers and the experiences that bring them together. That research background is also how I know the opportunity here is real: the UK leisure events market is valued at £7.7 billion, consumer spending on experiences like eating and drinking out grew by over 7% last year, and the appetite for memorable, personalised experiences shows no sign of slowing down.
That professional lens is something I carry into every experience I have as a consumer. And ale trails are no exception.
"I've enjoyed taking part in many alcohol-based trails over the years. But I've always felt there was more that could be done to make the experience truly memorable - and to leave participants with something genuinely useful about their own drinking preferences."
TrailTaste is the product of that observation. It's designed by someone who understands what participants actually remember - and what organisers are missing out on. Every touchpoint has been thought through from both sides of the experience.
The result is a platform that's easy to implement for event organisers, delightful to use for participants, and leaves everyone with something genuinely worth keeping.
And it would be remiss of me not to share what I have discovered about my own drinking preferences through TrailTaste. After tracking my own ale trail experiences, the platform identified me as The Session Purist - and it's hard to argue with that. I gravitate strongly towards blondes and pale ales: crisp, clean, and refreshing rather than heavy or complex. I can appreciate the occasional hop-forward beer, but only a couple before I'm ready to return to something more sessionable. Fruity ales have never appealed to me - I prefer clarity of flavour over novelty. And while I genuinely enjoy a good stout, it works best as an occasional interlude between paler choices. TrailTaste put that into words more precisely than I ever had before - which is exactly the kind of insight it's designed to give every participant.
