BAR NEWS: You've been working in the spirits industry for over ten years now. What has changed during this time?
Sandro Vetterli: On the one hand, the culture of the bar scene has certainly perfected mixology, and on the other, the end consumer's knowledge of spirits and cocktails has increased significantly. Furthermore, the consumer and the market have shifted towards pleasurable enjoyment. Low alcohol drinks and non-alcoholic "spirits" have gained the favor of the consumer, where we can play a significant role with our Jsotta Senza and G'nuine Zero.
Lateltin, the family business, has global brands such as Rémy Martin, Monin, Osborne, Stoli, Jose Cuervo, Bushmills, Bruichladdich, Cointreau etc. in its portfolio. How did this come about?
Firstly, our reputation in the market has enabled us to successfully establish many brands in Switzerland over the decades and to react flexibly to changes in the market. This has certainly helped us to convince new global brands to join our portfolio. On the other hand, our proximity to our suppliers has enabled us to find the best solutions for each other and to go the famous "extra mile" for our partners.
Bull Vodka, Jsotta, G'nuine - all well-known Lateltin own brands. Which one do you enjoy the most?
It's difficult to name a clear favorite here, as the three brands appeal to different needs and target groups. Jsotta is a matter close to our hearts - we can score points with Swissness and Swiss quality compared to the international brands. The same applies to G'nuine and, of course, the successful entry into the non-alcoholic enjoyment experience for both brands. Bull Vodka, one of the best-known Swiss brands, has been convincing the market for decades, which is naturally a pleasure.
What are the biggest challenges for Lateltin today?
Remaining competitive in the current economic situation - as a Swiss SME with a number of parallel importers. However, we are convinced that we can achieve this through customer-specific solutions and concepts and by using our strengths - personal contact.
What are the biggest opportunities?
Our speed in the market for new product developments with our very good expertise and the close network of relationships with our partners, whether in the bar scene, in the retail trade or with our international partners. The flexibility to react to market changes, such as the launch of our non-alcoholic products under Jsotta and G'nuine.
What have been the most important changes in the company in recent years?
We have invested in two new bottling lines in order to be at the cutting edge of technology. We also recently invested in solar panels with electric car charging stations on the office building.
Where do you see the Lateltin company in ten years' time?
Our aim is to create a world of enjoyment in which our wide range of non-alcoholic and alcoholic spirits and beverages stand out thanks to original recipes and sustainable production processes, so that we remain one of the most important beverage suppliers in Switzerland for our partners.
Sandro Vetterli in person
Age: 58
Education: Business economist HWV
Previous jobs: Marketing at McCormick, various national and international positions at Reckitt Benckiser
Family: Happily married, two cats
Hobbies/leisure: Enjoying time with friends, skiing, golf, traveling
Last vacation: Over Christmas in South Africa
Movie or book? Depending on the time
Theater or concert? Concert
Whisky or wine? After wine with a meal, very much like a fine single malt
Dog or cat? Cat
Mountains or sea? 50 : 50