Cleary succeeds Lawrence as Jägermeister’s UK head

Jägermeister has promoted Michael Cleary to the role of managing director of the group’s UK business following the resignation of Guy Lawrence.

Michael Cleary will lead Mast-Jaegermeister UK as managing director

After six years as CEO of Mast-Jaegermeister UK and regional vice president of Latin America, Lawrence will leave the firm at the end of 2019 to “pursue other opportunities”.

Cleary, who has had a 20-year career in the FMCG industry, joined Jägermeister in 2014 as regional director for western Europe, based in Germany. The executive has previously held roles with Pernod Ricard, Unilever and Imperial Tobacco.

“It has been an honour and privilege to have led the traditional heartland of the brand, western Europe, for Jägermeister over the past five years,” said Cleary. “During that time, the team achieved very significant volume growth, making western Europe the biggest global region for Jägermeister.

“I am looking forward to taking on this new role and joining the great team in the UK, leading one of the top markets for the brand toward further success.”

Cleary added that it’s an “exciting time” for Jägermeister in the UK following the recent launch of Jägermeister Cold Brew Coffee, which has been supported by a new £2.5 million (US$3m) marketing campaign, called New Mix New Beat.

“Michael has proven his success through delivering regional growth across western Europe,” said Denis Schrey, member of the executive board at Mast-Jägermeister.

“His vast expertise, both with Jägermeister and the general spirits industry, is key in unleashing the potential of the UK market, which remains one of the biggest and most important markets for the brand worldwide.”

This month, Jägermeister hosted a series of events across the UK in the run up to Halloween. The brand also launched the new Scharf expression to showcase its “hot and spicy” side this spring.