About Us

The Managing Director of Vanguard Luxury Brands is James France.

James has had 20 years' international liquor marketing experience including brand management of Kahlua, J&B and Jack Daniel's at Swift & Moore in Sydney, management of J&B, Rumple Minze and DiSaronno Amaretto at The Paddington Corporation in Fort Lee, NJ USA, and the launch of Don Julio tequila plus management of Edrington whiskies and Mount Gay rum at Remy USA in New York.

Since then James has been the exclusive Australian importer of Herradura and El Jimador tequilas with his company Spirits Australia before joining McWilliam's Wines where he brought the Herradura range into the McWilliam's portfolio along with Ketel One and Hendrick's gin. James also managed Drambuie, Champagne Taittinger and the German sparkling wine Henkell Trocken while with McWilliam's.

Vanguard Luxury Brands is James's company dedicated to independent, professional and responsible marketing of a hand-picked selection of the world's finest liquor brands.