CEO Insights Magazine

General managers in Hong Kong play a crucial role in navigating the complex and dynamic market landscape of this global financial hub. Responsible for overseeing operations, driving business growth, and establishing strategic partnerships, they must possess a deep understanding of local culture, consumer preferences, and industry trends. Alfred Cheung, currently serving as the General Manager for Hong Kong and Macau at Campari Group, exemplifies these qualities.

With a track record of success in pioneering projects and expanding market presence, Alfred brings a wealth of experience and expertise to his role. His leadership is characterized by agility, innovation, and a passion for driving results, making him a respected figure in the industry. Alfred's strategic vision and commitment to excellence continue to propel Campari Group's success in the region.

In an in-depth conversation with CEO Insights Asia Magazine, Alfred shares with us his leadership methodologies, future roadmap for Campari Group, and much more. Let’s hear it from him.

Could you elaborate on your journey to success and share your key principles for achieving it?

My journey to success has been guided by several key principles that have shaped my approach every step of the way. Firstly, I believe in the importance of remaining humble and hungry which is especially important in today's changing world where economies are more unstable. Every day presents an opportunity to learn something new, adapt to changes, and approach challenges with agility and pragmatism. Secondly, I embrace the notion that no pain, no gain. Success often requires facing obstacles and embracing challenges head-on, understanding that overcoming adversity leads to growth and ultimately, greater rewards.

Moreover, passion has been a driving force in my journey. By remaining passionate about my endeavors, I've found that anything is possible. It's crucial to maintain a youthful mindset, keeping the curiosity and enthusiasm of a child alive within me. This mindset fosters creativity, resilience, and an unwavering determination to pursue my goals relentlessly.

These principles have not only propelled me forward but have also helped me navigate the everchanging landscape of the professional world.

Can you provide insights into the identity and market position of Campari Group?

Campari Group is distinguished by its rich heritage dating back to 1860, making it a global leader in the spirits and wine industry. With a presence in over 190 markets worldwide, our diverse portfolio of more than 50 mid-to-high-end and ultra-high-end brands spans three categories which are spirits, ready-to-drink (RTD), and non-alcoholic beverages. Our core brands such as Aperol, Campari, SKYY, The Glen Grant, Wild Turkey, and Espolon Tequila exemplify quality and craftsmanship, resonating with consumers globally.

In recent years, we've experienced rapid growth in the Asian market, strategically acquiring brands wellknown in the region. As the first-generation General Manager for Hong Kong and Macau, I am honored to spearhead our expansion, leveraging the immense potential of this dynamic market. Our entry into Hong Kong signifies a strategic move to introduce iconic cocktails like Aperol Spritz and Campari Negroni to the burgeoning Asian market, capitalizing on the growing trend and meeting the demands of spirits enthusiasts. By offering a diverse array of brands, we aim to elevate the F&B industry and cater to the discerning tastes of consumers across the Greater Bay Area, solidifying Campari Group's position as a pioneering force in the spirits industry.

What has been your biggest professional win? What is the motivation that fuels your daily routines?

One of my most significant professional milestones has been spearheading the establishment of Campari Group's branch in Hong Kong. Being entrusted with such a pioneering project was incredibly rewarding and served as a testament to my ability to make things happen and initiate new eras within the industry. Despite having only a few members in Hong Kong, we've managed to operate efficiently, handling a diverse portfolio of 50+ brands. This accomplishment allowed me to take on challenging endeavors and navigate uncharted territories successfully.

My motivation stems from a genuine passion for innovation and a drive to see tangible results. I thrive on the excitement of breaking new ground and bringing fresh ideas to fruition. Each day presents an opportunity to make a meaningful impact and contribute to the growth and success of the organization. Additionally, my dedication to sharing my experiences and nurturing the next generation of leaders fuels my daily routines. Witnessing the growth and success of individuals I've mentored brings me immense satisfaction and reinforces my commitment to fostering talent within the industry.
 

Describe your leadership style and the principles that guide your approach to leading teams.

My leadership style revolves around valuing and empowering the people I work with. I firmly believe that individuals are the driving force behind building successful brands in the Wines & Spirits industry. Thus, I treasure collaborating with individuals of diverse backgrounds, experiences, expertise, nationalities, and cultures. Every success I've witnessed has been a result of effective teamwork, where each member contributes their unique strengths.

Passion is another cornerstone of my leadership approach. I advocate for loving what you do but also emphasize the importance of responsibility, particularly in an industry where indulgence is prevalent. It's crucial to maintain a balance between enthusiasm and accountability.

Moreover, I cultivate an environment of openness and pragmatism. In today's rapidly evolving world, clinging to traditional notions of hierarchy or relying solely on past experiences is insufficient. I encourage open-mindedness, welcoming fresh perspectives and ideas from all team members. Considering changing consumer trends in Hong Kong, such as a shift from post dinner to pre-dinner drinking, I prioritize flexibility and adaptability in our strategies. With advancements like AI shaping our landscape, innovation can emerge from unexpected sources.

Beyond these foundational elements, I also place a strong emphasis on continuous learning and development. I believe in fostering a culture where individuals are encouraged to expand their skill sets, explore new ideas, and embrace ongoing growth opportunities. By investing in the professional development of each team member, we not only strengthen our collective capabilities but also foster a culture of excellence and adaptability.

What are your aspirations for the future?

My aspirations for the future are twofold: Firstly, I am fully committed to ensuring the seamless establishment and success of Campari Group in Hong Kong. Hong Kong stands out as one of the top iconic cities in Asia, attracting numerous luxurious and international brands. This entails building strong relationships, fostering a culture of excellence, and delivering exceptional experiences for our consumers and partners.

Secondly, I aspire to continue making meaningful contributions to the Wines and Spirits industry at large. This involves staying abreast of emerging trends, pioneering innovative strategies, and advocating for responsible practices within the industry. I aim to leverage my expertise and passion to drive positive change and elevate the standards of excellence within the industry, ultimately enriching the experiences of consumers worldwide.

Alfred Cheung, General Manager, Campari Group

Alfred Cheung is a seasoned professional with extensive experience in the Wines and Spirits industry, spanning over two decades. Currently serving as General Manager for Hong Kong and Macau at Campari Group, Alfred has held various leadership roles at renowned companies including Philip Morris International, Pernod Ricard, and Seagram Myanmar. His expertise includes sales management, commercial transformation, and market expansion. Alfred's career journey showcases his proficiency in pioneering projects and driving growth in diverse markets. He holds a BA in Economics from Simon Fraser University, underpinning his strategic approach to business development.

• Favorite Cuisine: Any Cuisine
• Favorite Book: Mindset by Carol S. Dweck
• Favorite Travel Destination: Various cities in China, Southeast Asia