Mark Barrett

Mark Barrett

A SWIFT HALF

MARK BARRETT

LIQUID ASSETS, A SWIFT HALF, MAY 2007, COMMENTS

Diageo’s GB Tequila Ambassador, Mark Barrett explains why he loves the drinks business - and how the margarita is making a comeback.

I got into my job… having worked in television, retail and bars, it was while I was working at Manto Soho (a bar/restaurant in Soho that I set up and managed) that I came into contact with the Guinness UDV sales team. I had regular contact in particular with Jamie Butler who, at that time was looking after Smirnoff Ice. I learnt that he was moving on so I applied for his position and got the job, the rest I suppose is as they say history.

If I met myself 10 years ago, I’d tell myself... relax more and enjoy the journey, stop worrying about what’s coming next. I’d also tell myself not to go with the broker that got me my last deal on my last house...

My job involves... a lot of project planning. Recently we launched the new Cuervo shot machine, which was/is a massive project. I love my job because it’s a great mix of being in the office and actually being out there with the guys that matter and make a difference to your brand doing well and of course it involves great trips to Mexico....

I love this business because... the people you meet and their infectious passion for what they do, the parties and amazing drinks that we enjoy are such a perk.

The biggest challenge I face is... trying to change people’s perceptions of tequila.. Super premium tequila such as Don Julio is a completely different experience.

The biggest opportunity is... for the margarita; it’s making a massive come back and I’d like to think that Cuervo is driving that, as well as style bars and especially the guys at Pacifico, La Perla and Green & Red.

If I was in charge of the industry I’d... ban really bad tequila!

The way to a consumer’s heart is... I think it has to start with a great brand and by bringing the consumer a fabulous experience that means that can really enjoy and connect with the brand - like the parties we host in Ibiza.

The best place to drink in Britain... In Britain, now that’s a tough one! I’m such a Londoner. In London I love my locals, The Gowlett Arms and The Black Sheep. In town The Box, Hakkasan, La Perla, Pacifico, Green & Red, Mo*vida, Barcode, and Match.

From: MAY 2007 Issue

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