George Croft is a Senior Advisor, Strategy and Finance at First Key. George works with clients on improving business performance through the areas of general management, consumer management, strategic planning, executing business plans and mergers & acquisitions.

Prior to joining First Key, George held senior leadership roles in the brewing industry in Canada. In becoming President and CEO of Waterloo Brewing Company in 2008, he restructured the business, taking the company from a financial loss position to sustainable profitability. In March of 2023 Waterloo Brewing was acquired by Carlsberg Group where George led the process on behalf of the Board of Directors. He began his career with Labatt Breweries of Canada, where he held various senior management assignments, including President of Oland Specialty Beer Company and President Labatt Breweries of Ontario and National Accounts. George was also 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 many industry boards, including past Chairman of the Board of Beer Canada and brings a wealth of industry knowledge and contacts to clients. He is an Ontario Ernst and Young Entrepreneur of the Year finalist, Canada’s Passion Capitalists finalist and Business of the Year winner, Greater Kitchener Waterloo Chamber of Commerce. Outside of First Key, George enjoys outdoor sports, travelling and spending time with family and friends.