Michael Bergstrom is co-founder of Purfict. A career bartender from Sweden, he and three bartending friends came together to create the consultancy in 2007. Since 2010, they've done a sensational job of running the Nordic Bartenders' Choice Awards, which has come to be renowned as the most prestigious awards gala in Scandinavia.

We ask Michael about his background in bars, how the Nordic scene compares to other markets, the story behind Purfict and more. You can't question his passion, ingenuity and ability to craft out a successful niche in the industry we all know and love.