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Mast-Jägermeister US names new CEO

The US arm of Mast-Jägermeister has promoted Joe Fortune to the role of chief executive officer, taking over from Jeff Popkin in April.

Joe Fortune, Mast-Jägermeister US CEO
Joe Fortune will become the new CEO of Mast-Jägermeister US

Fortune, who is the company’s current chief operating officer, will become CEO on 1 April 2022. Popkin has held the CEO role for six years.

Fortune said: “Jeff is an exceptional leader, and it is a privilege to follow in his footsteps. Mast-Jägermeister US is driven by our positive brand-led culture, masterful execution and authentic family-owned history. I am energised by the endless opportunities that lie ahead.”

During his time at Mast-Jägermeister US, Popkin implemented a strategic distribution partnership with Southern Glazer’s Wine & Spirits, a multi-year sponsorship deal with the National Hockey League, and helped launch Jägermeister Cold Brew Coffee.

He also helped to ‘reinvigorate’ the brand and reposition it towards consumers, the company said. In 2015, Popkin led the company’s transition from Sidney Frank Importing Company to Mast-Jägermeister US.

“We are forever grateful for Jeff’s unwavering commitment to Jägermeister in the US and globally. Jeff’s business accomplishments and assemblance of a stellar team has been integral in the new positioning of the brand and established our solid foundation for continued success,” said Michael Volke, global CEO, Mast-Jägermeister.

Furthermore, Popkin helped to secure the collaboration with Dwayne ‘The Rock’ Johnson and his Teremana Tequila brand, which became the most successful spirits brand launch in US history.

“Following an outstanding year for Jägermeister, and our new strategic role in Teremana Tequila, this is an optimal time to transition to a new CEO,” said Popkin. “I am fortunate to have worked side by side with the most talented, committed and fun-loving team, and I could not be prouder of what we have built and achieved together.”

Fortune joined Mast-Jägermeister US in 2016 as chief financial officer and has held the position of chief operating officer for the last two years.

Volke added: “Joe’s remarkable performance as chief commercial officer, proven ability to deliver strong results, deep understanding of the spirits industry, and appreciation of the unique Jägermeister relationship with our consumers and customers, made him the ideal US CEO successor.”

Earlier this month, Mast-Jägermeister named Tobias Witte as its new director of global travel retail.

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