Alexander David Michael Bruce is a British entrepreneur who has been involved in production and retailing within the international brewing and leisure industry since 1966.

[2] He borrowed £10,000, secured against his house, and opened the Goose and Firkin at 47 Borough Road (A3202) next to the junction of Southwark Bridge Road and a railway bridge leading to Blackfriars station over the river to the north, and close to the Ministry of Sound and the Student Centre of the Polytechnic of the South Bank (now London South Bank University).

[3] In February 1988, Bruce put his eleven Firkin pubs up for sale, selling them for £6.6m[failed verification] in May 1988 to European Leisure.

Bruce was Executive Director of Grosvenor Inns PLC, where he was responsible for the roll-out of the Slug and Lettuce brand, where he worked with Tim Thwaites.

[14][15] Bruce is a director of another brewing related enterprise which also went into administration, The Renegade Pub Co.1 Limited, with rental arrears of £18,000.

[17][18] Another charity registered in 2013, the Bruce Charitable Foundation, which designed, developed and operated a six-berth motorhome, complete with hospital bed, to provide holidays for wheelchair users.