M&C takes five minutes to talk to Guy Lawrence, chief executive of Jaegermeister in the UK, about MeatLiquor, the problem with imposters and yachting in the south of France
What’s your main business priority for the coming 12 months?
Since MJUK launched last year, we’ve been committed to helping the trade grow the spirits category and this remains our priority. We’ll continue to support our preferred serve, the Ice Cold Shot, which offers significant incremental sales opportunities for our customers, as well as our summer long-drink serve Root56 (Jägermeister, ginger beer, lime and cucumber) in both the on and off-trade.
What is the best marketing campaign you have seen this year?
AirBnB’s floating house and garden that sailed the Thames impressed me. The PR stunt featured across all major national and consumer onlines, all of which communicated the new housing rules in London and positioned AirBnB at the forefront of the sector. The competition element was clever too.
Where did you have your best meal this year?
It was actually a beautiful restaurant in St Anton – we celebrated a record year of sales with our newly-formed team. The food was fantastic, we were well looked after, and the company was energising.
Which business in the sector provided the best experience?
I’m a fan of the Meat Liquor brand. They have come to own the burger trend, communicating everything with a consistent, punchy tone of voice. You know their balance of good food and service is successful on account of their rapid expansion. Their Jägershake is pretty good too.
What is your main concern for the sector?
Passing off and pouring over. Those licensees who mislead the consumer and serve an imitation or cheaper product are impacting on manufacturers and damaging consumer confidence in the trade.
Which other business (any sector) would you most like to run and why?
I’ve spent 25 years in the drinks industry, leading global brands and have enjoyed (almost) every minute of it. I could only bring myself to move from this industry if it was for a Superyacht firm somewhere near The South of France!
