Five minutes (and a competition!) with... Lee Schofield, director of Magnum

Post in association with Magnum Cream Liqueur

Consider yourself a bit of a cocktail connoisseur? Then you’ll no doubt have already heard of Magnum, new kid on the block and already Scotland’s top-selling cream liqueur. Made with a blend of single malt Speyside whisky and cream, this luxurious new liqueur is a must-have addition to any cocktail cabinet.

Hood sat down with Magnum’s director, Lee Schofield, who spoke to us about the brand and what it’s like to launch a brand-new liqueur to the market.

Magnum is doing incredibly well, you must be thrilled. Can you tell us how it came to be?

Our mission was to create and craft a premium cream liqueur that contained only the finest ingredients, including a premium single malt Scotch whisky.

Sounds delicious! What makes it a must-have for our drinks trollies?

A few things make Magnum very special. The provenance is something we’re especially proud of, the use of single malt whisky, and that it’s crafted and bottled in Edinburgh. Unlike most cream liqueurs, we don’t add any other spirits - it’s just whisky and cream. The packaging is also unique; Magnum is contained in a stainless steel, recyclable and reusable flask, reminiscent of a milk churn, which keeps the liqueur chilled at the optimum temperature, without the need for ice.

How do you enjoy Magnum?

I prefer it straight from the fridge, chilled with no ice. It’s the ultimate indulgence, and its chocolatey, velvety texture means every sip is deliciously luxurious—a real treat for any occasion.

Can you tell us a little about you - what’s your background, and how did you get into the drinks industry?

I worked for 15 years within a large FTSE top 20 FMCG company, working in sales management, training and development. Upon leaving the industry, I set up a business with a colleague to bring products to market. We identified that there was an opportunity for a premium single malt whisky cream liqueur to challenge the category leader and hence, Magnum came to fruition.

What does a typical day look like for you?

We have introduced Magnum into two international large cream markets; Canada and South Africa, so I start work early and finish late given the implications of the time differences!

A typical day would include; processing orders, conversing with trade customers & agents within the markets, production scheduling and developing and executing market support programmes.

Your job sounds varied, to say the least! What would you say is the best thing about your role?

Being able to travel and immerse myself in other cultures - I have been to baseball, basketball and ice hockey all in the same city! In Canada, the ’Scottish’ factor is a big deal and it’s great to work with the largest buyer of alcohol in the world, LCBO, to develop the brand.

It’s a dynamic industry and our role is multi-functional, covering everything from dry goods sourcing through to creation of TV adverts.

What’s next for Magnum, in 2020 and beyond?

In 2020 we are launching in to further provinces across Canada. We have established a foothold in Ontario and Quebec, but Canada is a big country! We are launching in South Africa shortly too. We are in the cream business and see other opportunities for alternative spirit-based cream liqueurs - watch this space!