Stella Forde chats to CMA judges about their career highlights and what makes them tick
Christian Stindt – Marketing Director, Jägermeister
Christian Stindt, Marketing Director of Jägermeister, sporting an England football shirt from the stage
How has your role at Jägermeister evolved since you began?
We’re a brand that plays in the nightlife sector, which is as exciting as it is dynamic. Trends are shifting, especially post-pandemic: people go out earlier, cocktails are trending… but what’s most important is that there is the undying desire to have a great time with your friends in bars, pubs, clubs and restaurant.
Do you anticipate any changes in the market within your industry in the next few years?
With inflation coming down, we’re hopeful to see more consumers return to the “on trade”: bars, pubs, restaurants etc. It is such an important industry, especially in the UK where it is ingrained in British culture. We’re also seeing a shift of consumers wanting a special experience when they go out, which opens up all sorts of creative opportunities for us as a brand.
What has been one of the most impactful projects you’ve been involved with recently?
We invest a lot in sponsoring music festivals, and with our Jägermeister Platz, we’ve really nailed it in terms of giving our consumers what our brand stands for – the best nights of their lives
What similarities/differences have you found in your experience working in Germany and in the UK?
I think there are more similarities than differences, but one think that so quintessentially British and a clear advantage is the pub culture here. Having a pint and a round of ice cold Jägermeister shots in a pub is something that is almost impossible to replicate elsewhere.
What are your long-term career goals or aspirations?
Always staying close to the consumer.
Is there anything you are looking out for when judging the CMA Awards?
Probably two things: customer centricity and creativity. Have they understood the customer need? And have they found a creative response to it.
