Tom Jago of Last Drop Distillers dies aged 93

Industry legend and “true gentlemen” Tom Jago, co-founder of The Last Drop Distillers, has died at the age of 93.

Tom Jago

Jago, who died on Friday, founded The Last Drop Distillers with James Espey in 2008. Prior to this, Jago worked as the head of innovations at International Distillers & Vintners (IDV) and was instrumental in the development of brands including Baileys Irish Cream, Le Piat D’Or, The Classic Malts and Johnnie Walker Blue Label.

Penning a personal tribute to Jago, Espey described his business partner and dear friend as a “true gentlemen and creative genius”.

“He is often described as the man who changed the face of British drinking”, he wrote. “Tom was one of the real gentlemen of the liquor industry.”

Born on in 1925, he was educated at a village school in North Cornwall and went on to win a scholarship to Christ Church College, University of Oxford, to read history. His student days were interrupted by WWII, during which he served as an officer in the Royal Navy.

Tom later made his way to London to work as a photographer, but found himself in the advertising industry, working as a copywriter at Mather & Crowther (later Ogilvy & Mather).

It wasn’t long before one of his clients, Gilbey’s Gin, asked him to join them permanently at IDV. Here he become the head of new product development.

“He had a natural creative flair and was quite happy to try things that were completely different and go against the stream,” said Espey. “It is this trait which informed his career from the early days right up until he died. His first project at IDV was Croft Pale Cream Sherry – taking an almost forgotten brand and reinvigorating it.”

In 1982, Jago left IDV and joined Hennessy, working on classic brands such as Hine, before rejoining Espey at United Distillers as head of innovation, working with Johnnie Walker Blue Label.

The pair then moved to Chivas Regal in 1982, and were instrumental in creating Chivas Regal 18, now owned by Pernod Ricard, before moving to Whyte & Mackay, working with The Dalmore and Jura brands to name a few. 

It was in 2008 that the pair founded The Last Drop Distillers, when Jago was aged 82, with the ambition of creating “the world’s most exclusive spirits collection”. Today, The Last Drop Distillers is owned by Sazerac Company.

“Tom believed strongly that new products and brands often fail because the companies behind them, particularly the global ones, lack the fortitude to see them through to fruition,” said Arthur Shapiro, who writes the industry blog Booze Business and is the former Head of Marketing for Seagram America.

“Tom also never let drinker research get in the way. It is useful but in the case of alcoholic drinks it cannot be relied on. The reason: the essential illogical response of people to alcohol,” adding: “No-one will tell you the truth about their feelings regarding drinks – because they don’t know what they are. Consumer research is like a drunk leaning against a lamp post. It may give you illumination and support and even help you start your journey but it will certainly not get you home.”

Jago’s wife of 66 years, Penelope, died earlier this year. He is survived by his four children, six grandchildren and his brother. His son Dan, is today the chief executive of Berry Bros. & Rudd and his daughter, Rebecca, is joint MD of The Last Drop Distillers with Espey’s daughter Beanie.