Leadership Interview Series: Peter Kennelly

Our CORE Leadership Series features leading figures from across the industry, explored through in-depth interviews

In this interview, we talk to Peter Kennelly, Head of Sales at Pillars Brewery

Could you briefly introduce yourself, your role and the core mission of your organisation within the UK hospitality landscape?

Hi! I'm Peter Kennelly. I'm the Head of Sales at Pillars Brewery. At Pillars Brewery we only brew lager and we want to become the most loved lager brewery in the UK. Our core mission is really to promote, advocate and entice as many drinkers as possible, in this country, to high quality lager. Lager is a beer style that has been somewhat dragged through the mud in terms of quality and marketing myths. So, we're on a mission to showcase to the UK lager drinker that we can produce some of the best lager in the world in our small corner of London and when made properly, lager is an incredibly delicious and versatile style of beer. 

What motivates you in your work and what do you find most fulfilling about being a business leader?

What motivates me the most is getting out there and meeting new customers and people within the industry. Also, the fact that our lagers can help hospitality businesses make more money because they'll sell more pints, is a very simple but effective motivator! We all know it's tough for pubs, restaurants and shops up and down the country so being able to help them is a great feeling. And what makes me most fulfilled right now is guiding and helping others in the industry to realise their potential - be it in pub management, sales or any other facet of the industry. Understanding what makes people happy in their roles in this industry and giving them the support, be it at Pillars or other companies, to thrive and push themselves is so incredibly fulfilling, 

What skills or mindsets do you think will be most important for the next generation of hospitality leaders in the UK? 

I think it's being people driven. It's really that simple. Giving your team the ability to upskill themselves, to get better each day. It may sound cheesy or cliche but it's the people that make businesses in hospitality, not ai. As most other industries will be doubling down in investing in technology, ai and automation - hospitality businesses is where these people will head to for that human connection. And if your staff can provide the best service and be the conduit for that human connection your business should thrive

What is or are your biggest career achievement(s)?

For me it's from my four years at Pillars Brewery. From my first day in December 2020 to December 2025 I've helped us sell 580% more beer between year 1 and year 4. And with that came annual growth on average of 60% in sales. This allowed us to invest in new brewing equipment and hire 10s of new people into the business to keep up with demand. So, to have that effect on a business is so fulfilling. 

Have you achieved everything you wanted in your career so far?

Absolutely not. I'm super proud of what I've done at Pillars Brewery, and we've plans to keep growing!  Personally, I want to be a mentor to other, younger industry folk that are looking to perhaps move into craft beer sales. I'd love to be able to do that and then see a few years down the line the difference I've made in their careers and ultimately the industry in general. But that's thinking years ahead, ha ha ha! 

What’s the most important leadership lesson you’ve learned?

That is simple. Most important lesson I've learnt is to shut up. To listen. To be silent. You don't learn anything new when you're talking. 

What strategies have proven most effective for attracting and growing future talent?

I think being experts in our field has really helped. At Pillars we are seen as the 'lager people'. We've doubled down on doing one thing and one thing really well and I think that's what future talent is looking for. A business that can really help them learn. Also putting my monthly rants, thoughts, tips, ideas, or whatever you want to call them, on LinkedIn has really helped. Getting contemporaries in our industry to engage with you personally and as a business, is super important. People will see you as a thought leader (as long as the content is good!) and thus will want to learn from you by working with you.

If you could change one policy, trend or misconception about the sector, what would it be?

That working in hospitality is a stop gap. As an Irishman, our pubs are places where careers are made. I go back to the same pubs year after year back home in Dublin and the same people have been working there for decades and I love that. Obviously getting a part time job in a pub is great, and that's how I started but it'd be great to dispel the myth that you can't make a career out of hospitality. Like any industry if you work hard, constantly upskill yourself, there's great money to be made! 

What is your long-term vision for your organisation, and what legacy would you like to leave within the industry?

At Pillars we'd love to be one of the few lagers focused independent breweries in the UK that changed drinkers’ perception of UK lager. And for me personally, I'd love to look back in many years to come and see that I helped out those in the industry when they were looking for guidance and support.