Heemanshu Ashar started his career in 1994 at UB Global, the international trading arm of the UB Group. The mandate was to globalise Kingfisher, which was then just a Premium Indian Lager and drive exports from the UB’s spirits portfolio of McDowell's and Herbertsons.

With a career spanning over 2 decades, and now as an independent consultant he has straddled several assignments in Wines, Spirits, Coffee, Cold Pressed Juices and non-beverage industries like Aerospace, Fire-Fighting equipment, Automotive, Construction and several others.

Heemanshu’s association with John Distilleries began in 2006 with the setting up of Big Banyan Wines and with the creation of Paul John Indian Single Malt Whisky in 2009. Heemanshu spearheaded the marketing of Paul John Indian Single Malt whisky for all markets till November `22  and now wears several hats as a Global Brand Ambassador and Head of New Product Development and Product Training with a missionary zeal to place it on the Whisky World Map as #TheGreatIndianSingleMalt.