Simon Green, marketing director, Global Brands, on Star Wars, going to festivals and avoiding the chop

What was your first ever job? When I was 16, I got a summer job cleaning industrial air-conditioning units. We were warned that if the unit accidentally switched on while we were inside it, we had seven seconds to escape before being chopped to pieces by the fan!

How do you describe your job to your mates? I work to keep ahead of the latest trends within the drinks industry and to understand how our consumers are spending their leisure time. Luckily, this happens to involve weekends at some of the world's biggest music festivals and tickets to some amazing gigs.

What was the most embarrassing moment in your life? Not being able to open a bottle of Champagne in front of my company's senior management team at an awards ceremony in 1998. I panicked, accidentally smashed the neck of the bottle and then watched everyone's expressions turn to horror as I coolly attempted to pour the Champagne with blood running down my hands.

If you could change one thing in grocery, what would it be? We'd love to work with the industry to help our products find their way to the shelves faster.

What is the most rewarding part of your job? Seeing brand plans come to life, like watching festival-goers dancing to their favourite band with a VK in their hand.

What is the least rewarding part? Going through the innovation process and having to give up on projects that we come to realise the industry isn't quite ready for.

Where do you hope to be in five years time? I want Global Brands to be up 40 to 50% on where we are today, to take existing brands into new areas and continue developing our portfolio. I hope to be recognised as a key player in steering the business towards becoming the UK's leading drinks brand developer.

If you were allowed one dream perk what would it be? To use a private jet to spend more time exploring our spirits brands' countries of origin, from Guyana for El Dorado rums, to Kentucky for Four Roses Bourbon.

What is your motto in life? Make it happen.

What was the first music single you bought? I preferred the thrifty option of recording all my favourite songs from the radio.

What's your favourite movie and why? I went to see Star Wars Episode Four when I was four years old. It was my first trip to the cinema and it blew me away.