George Croft is a Senior Advisor, Strategy & Finance at First Key. With a career that spans across various senior management roles in the brewing industry across North America, George Croft brings a deep understanding of the challenges and opportunities within this sector. His experience extends to general management, board governance, leadership and performance management, as well as competitive strategy and execution. He is also well-versed in marketing and sales, and mergers & acquisitions, having held senior executive leadership roles at Labatt Breweries of Canada (AB InBev) and Lakeport Brewing Income Fund.

Prior to joining First Key, his tenure as President and CEO of Waterloo Brewing Company was particularly transformative, steering the company from a loss-making position to sustainable profitability, culminating in its acquisition by Carlsberg Group in March 2023. In addition to his executive experience, Croft has served as Past Chairman of the Board of Directors for Beer Canada and as a member of the Board of Directors for The Beer Store. He has also been a Past Board Director of Big Rock Brewery and currently holds a position as a Non-Executive Board Director of BrewDog PLC, further demonstrating his commitment to advancing the brewing industry at both national and international levels.

As a Chartered Director and a qualified Management Accountant, Croft is committed to leveraging his industry knowledge and extensive network to assist clients in achieving their business objectives. Having served on numerous industry boards and recognized as an Ontario Ernst and Young Entrepreneur of the Year finalist, he is equipped to provide strategic insights that drive performance.