Name: Rich Sanna
Job title: MD
Company: Budweiser Budvar
What was your first job? I was a footballer at Tranmere Rovers on the YTS programme and was lucky enough to play at some top-tier grounds. My real claim to fame was that if you played Championship Manager for long enough eventually my name would appear as a possible signing. I think that officially means I made it.
What’s been your worst job interview? I’ve been fairly lucky with interviews, but definitely the most memorable was for ABP’s graduate scheme. It was a two-day residential and part of the process involved spending time in an abattoir to check if you had the stomach for it.
What was the first music single you bought? Wonderwall by Oasis – I became obsessed with the B-side, The Masterplan, after hearing it on the TV programme 999 with Michael Buerk. It’s still my favourite song now.
“Some of the best brands are built when retailers are prepared to back something distinctive before a spreadsheet can completely prove it”
How do you describe your day job to your friends? I tell them I work for a brewery, that no two days are remotely the same and occasionally I have to drink beer for professional reasons. They tend to focus on the last bit… right before asking me for samples.
What is the most rewarding part of your job? The people. Watching someone in the team develop, grow in confidence and achieve something they perhaps didn’t think they could is difficult to beat. And I’m incredibly lucky to work with a team that are all amazing people.
What is the least rewarding part of your job? Admin. Without question.
What is your motto in life? “Luck is what happens when preparation meets opportunity.” I’m a big believer that you create a lot of your own luck by putting the work in beforehand.
If you were allowed one dream perk, what would it be? I think I already have it. A fairly routine part of my job involves taking customers to our brewery in České Budějovice and drinking Budvar directly from the maturation tanks in the cellar.
It’s the absolute best way to enjoy a beer!
Do you have any phobias? I’ve never been particularly fond of spiders. Although having children quickly changes the dynamic: apparently I’m contractually obliged to deal with them now.
If you could change one thing in grocery, what would it be? I’d create a little more space for brands to tell their story and for shoppers to discover something new.
Grocery is incredibly competitive and understandably data-led, but some of the best brands are built when retailers are prepared to back something distinctive before a spreadsheet can completely prove it.
What luxury would you have on a desert island? A guitar. I’ve recently got back into writing songs so I’d have plenty of time to practice. Whether anyone would want to hear what I’d written when I got off the island is another question.
What animal reflects your personality? A Labrador. Generally optimistic, pretty sociable, loyal to the people around me and highly motivated by food.
What’s your favourite film and why? Limitless. I love the idea of suddenly being able to access every bit of your brain and becoming brilliant at absolutely everything. Although these days I’d probably just use it to clear my inbox and remember where the kids have left their shoes.
What has been the most embarrassing moment in your life? The first time I met my grandmother-in-law, she insisted I drink brandy with her. It was ridiculously strong and tasted like fire, but I was determined to keep up. Turns out that was a terrible idea. She had a cast-iron constitution and was absolutely fine. I was violently ill. Not my finest first impression.
Which celebrity would you most like to work with and why? Noel Gallagher. Oasis have been the soundtrack to most of my life and I love his humour and complete lack of a filter. I’m not sure how much work we’d actually get done, but I’m fairly certain it would be entertaining.
What would your death row meal be? TGI Fridays’ Jack Daniel’s glazed ribs, surf & turf was an obsession of mine, but I think I’d have to go for a proper roast dinner. If it’s my last meal, I’m having every trimming and nobody’s judging how many roast potatoes I take.
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