George Croft is a Senior Advisor, Strategy and Finance at First Key. George collaborates with clients to enhance business performance across various domains, including general management, brand management, strategic planning, business plan execution, and mergers & acquisitions.

Before joining First Key, George held senior leadership positions in the brewing industry. As President and CEO of Waterloo Brewing Company in 2008, he restructured the business, transforming it from a financial loss to sustainable profitability. In March of 2023, George led the acquisition process of Waterloo Brewing by Carlsberg Group on behalf of the Board of Directors. George began his career with Labatt Breweries of Canada, where he held various senior management roles, including President of Oland Specialty Beer Company, and President Labatt Breweries of Ontario and National Accounts. He also served as President and Chief Operating Officer of Lakeport Brewing Income Fund.

George is a graduate of the University of Alberta, a Chartered Director, and a qualified Management Accountant. He has served on numerous industry boards, including as past Chairman of the Board of Beer Canada, bringing a wealth of industry knowledge and contacts to clients. George's accolades include being an EY Canada Entrepreneur of the Year Ontario finalist, a finalist for Canada’s Passion Capitalists, and Business of the Year winner by the Greater Kitchener Waterloo Chamber of Commerce. Outside of First Key, George enjoys outdoor sports, travelling and spending time with family and friends.