Style Observer

My Kingston - Andreas Redlefsen

Sales & Marketing Manager, Red Stripe International

Sunday, February 04, 2018

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Andreas Redlefsen is the man behind Red Stripe International's brand narrative, and he's been able to enjoy Jamaica's iconic beer in the coolest bars across the globe. Having moved here from Germany as a teen, he gets that it is the power of culture that creates life's defining moments.

What's your favourite memory of Kingston?

Being rocked to sleep by the distant sounds of a bass line.

Where's the best place in Kingston to have a Red Stripe Beer?

A Red Stripe beer is best had at Dub Club at Skyline; the vibe and atmosphere are unrivalled.

You've lived and worked in other cities; share the one rule that matters wherever you are in the world.

You have to go local to truly get to know and understand a place — especially when it comes to food and drink.

You're staging a Kingston pop-up in Vienna, Austria; what are the three must-haves?

A Wall of Sound, reggae music blasting and ice-cold Red Stripe beers all around.

What part of the Red Stripe story ignites the global customer?

The global customer is most drawn to Jamaica's culture, specifically the music, and the big role Red Stripe plays in it.

What's your favourite journey?

Personally, I've enjoyed backpacking through South East Asia on a shoestring budget. It truly is the best way to embrace the culture of a country.

You're a certified public accountant (CPA) and a sales and marketing manager. How does your logical and analytical side work with the intuitive, thoughtful side?

I like to think that the 'CPA' keeps me in check when it comes to spending money. Having a 'gut feeling' and intuition are very important, and I use them a lot, but I always balance these feelings by analysing the situation to maximise the return on any spend.

When and where are you at your happiest?

I am happiest with my wife and kids in whatever form that may take. I also enjoy travelling, windsurfing, and fishing; I generally enjoy anything on or by the sea.

What habit did you pick up in your 20s that's still with you today?

Since then and to this day, I do not promise or commit to anything I cannot deliver on.

You're an avid fisherman. Tell us about the one that got away.

I wouldn't call myself a fisherman per se, but when I was about 20, I had a business idea that I never followed through on. Someone else eventually set up the business and sold it for a lot of money.

When I was 12, I was on a fishing trip where we rotated the turns on the rods. During my turn, a marlin took the line, but the adults didn't allow me to take the rod so I never got a chance to catch a marlin and to this day I haven't caught one!

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