Morten Kjaerulff is the founder and Chief Experience Officer of Peche Hospitality. He spent more than ten years on the London hospitality scene, in some of the world's best cocktail bars and five-star hotels. In 2025 he won the Diageo World Class Northern European Finals outright and represented Denmark at the Global Finals, finishing in the global top 10. On Proof he writes about recipe standardisation, cocktail history and how successful bar teams train.