Alex Masters

Managing Director
London Mergers & Acquisitions Consumer +44 20 7632 5250
I take a long-term approach to building relationships and understanding clients' businesses in order to provide timely and relevant advice.

As co-head of Lincoln’s Consumer Group, Alex leads the firm’s efforts in providing mergers and acquisitions (M&A) advisory services to clients in that industry. For nearly 25 years, Alex has helped both public and private companies identify relevant acquisitions and divestitures in alignment with their strategic objectives. He has advised companies in raising equity and debt capital and has advised on the formation of new cross-border joint ventures. The majority of his assignments have been cross-border transactions.

Alex has a keen understanding of the broader consumer industry and its dynamics driven by demographics and innovation. Through a highly-efficient M&A process, Alex helps consumer clients fuel growth by partnering with organizations that can add greater distribution reach, global sourcing and supply chain networks.

Prior to joining Lincoln, Alex was a partner at EY, where he focused on building a London-based consumer M&A team. Previously, he was a managing director in the global consumer and retail M&A team at Rothschild & Co. Alex also worked with Lehman Brothers and PwC.

Alex earned a Master of Arts (with honors) from Oxford University. He is a qualified Chartered Accountant.

Perspectives featuring Alex Masters

How Consumer Products & Services Companies Are Viewing M&A Outlook for 2023

In today’s dealmaking environment, uncertainty and caution reign supreme. Consumer confidence has seen declines as high inflation and recession fears dominate. At the same time, investors continue to look for… Read More

Plant-based Alternatives are Poised for Growth

Lincoln International was pleased to host the Plant-based Potential: The Rapid Rise of Alternative Foods and Growth Opportunities Ahead panel at the Food & Drink Expo in Birmingham, UK. During… Read More

UK Hospitality: Unlocking Hidden Value

The hospitality industry has experienced several challenges over the last few years, which at times has led to valuation concerns amongst investors. However, an opportunity presents for businesses to attract… Read More

The Hidden Gem in European Pet Food: European Investors Spot New Opportunity in Raw & Gently Cooked Pet Food

European investors are capitalizing on the fastest growing segment of the European pet food category, powered by pet owners’ ongoing desire for higher quality and natural food options for their… Read More

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News & Media featuring Alex Masters

PETS International | Investment Spike in the Fresh Dog Food Category

Originally posted by PETS International on April 26, 2023. The natural / minimally processed pet food industry is attracting great investor interest, and the market is growing at a rapid… Read More

Mergermarket | European Consumer Trendspotter: Consumer Rainmakers Look Past Challenging 2022 with ‘Quiet Optimism’ for New Year

Originally published by Mergermarket on January 12, 2023.  Alex Masters, Managing Director in Lincoln’s Consumer Group, offers a perspective on market trends in the consumer industry. View the original article.

Just Food | Gloomy Clouds to Hang Over Food Industry M&A in 2023

Originally published by JustFood on December 20, 2022 Alex Masters, Managing Director and Tom Cunningham, Director in Lincoln International’s Consumer group share insights on M&A trends in consumer sector for the… Read More

Just Food | Humanization in Pet Food Bounds Along Amid Premium-Led Growth

Originally published by JustFood on December 6, 2022 Alex Masters, Managing Director in Lincoln’s Consumer Group, shares current growth drivers he is seeing in the pet food sector and expectations… Read More

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Meet our Senior Team in Mergers & Acquisitions and Consumer

David Houser

Managing Director