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Mast-Jägermeister appoints GTR director

German spirits company Mast-Jägermeister has named Tobias Witte as its new director of global travel retail (GTR).

Mast-Jägermeister appoints Tobias Witte
Witte has worked for Mast-Jägermeister for nine years

Witte is succeeding GTR veteran Dietmar Franke, who has held the role for 40 years, in the family-owned company.

Mast-Jägermeister CEO Michael Volke said: “I thank Dietmar for his commitment to the business over the last 23 years and both him and his team for the phenomenal success to date, achieved through exemplary focus and creativity.”

Witte has worked in the drinks industry since 2006, and for Mast-Jägermeister for nine years. He was previously the managing director of Gin Sul since its acquisition by Mast-Jägermeister in 2018. Witte developed Gin Sul from a local craft spirit to an international brand.

Volke added: “Global travel retail is hugely important to Jägermeister as it is integral to our international expansion, providing an important platform to showcase our brand around the world. There is an exciting future ahead for Jägermeister in GTR and I look forward to watching developments under Tobias’ stewardship.”

Former roles that Witte held in the company include area manager for Southeast Europe, regional manager for Canada and GTR in the Americas, followed by vice-president responsible for on-trade strategy across the US.

“I am delighted to lead the GTR team at Jägermeister and welcome the opportunities and challenges that lay ahead,” commented Witte.

“I look forward to taking Dietmar’s legacy forward, developing the brand further and collaborating with our partners around the world.”

Earlier this month, the company gained a stake in Teremana Tequila, the brand co-founded by actor Dwayne ‘The Rock’ Johnson.

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