Businessman a capable, safe pilot

Chris Simkin should be missing. His friend and business associate Michael Erceg invited him on that fated helicopter flight eight days ago.

The managing director of The Mill Liquorsave declined the invitation due to a prior business engagement.

Mr Simkin, who flew with Mr Erceg several times, considers him a "very capable" pilot.

"He was always controlled, didn't take risks. He wasn't an adrenalin junkie."

Mr Erceg's approach to business is just the opposite. The founder and managing director of Independent Distillers Group is credited with muscling in on New Zealand's beer duopoly, grabbing market share from big brewers Lion Nathan and DB Breweries.

Mr Simkin, one of Independent's first and biggest customers, was struck by Mr Erceg's loyalty.

"Once you're in his circle, your word is his bond and his word is your bond. You never required a handshake."

Mr Simkin says many private liquor retailers in New Zealand owe their existence to Mr Erceg, who increased competition in the marketplace.

His steadfast nature inspired loyalty in his employees, many of whom have joined the search.

He says despite the passion for the business, Mr Erceg put family first.