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Ghost Tequila names ex-Jägermeister exec CEO

Former Mast-Jägermeister US chief executive Jeff Popkin has been appointed CEO of Ghost Tequila.

Jeff Popkin Ghost Tequila
Jeff Popkin has taken up the position of Ghost Tequila CEO

In his most recent role, Popkin has spent the last six years as CEO of Mast-Jägermeister US. In that position, he was responsible for the company’s joint venture with Dwayne ‘The Rock’ Johnson’s Teremana Tequila brand.

His move to Ghost Tequila coincides with the brand’s completion of a ‘significant’ funding round from private investment firm The Raptor Group.

David Gordon, co-founder of Ghost Tequila, said: “Ghost Tequila has achieved tremendous growth and momentum over the past several years, and we couldn’t be more excited to welcome Jeff’s leadership.

“His experience guiding world-class teams and building iconic brands is exactly what we need to position Ghost for continued future success.”

Popkin’s previous roles also include working as president of The Vita Coca Company, where he oversaw the firm’s North American expansion.

He also served as CEO of the Red Bull Distribution Company, and held a number of senior management positions at Molson Coors.

He currently acts as a non-executive director with premium mixer brand Fever-Tree.

Ghost Tequila is a 100% agave, spicy Tequila made in Jalisco, Mexico.

It is available in 50 US states, and in the Caribbean, Europe and Asia Pacific.

Popkin added: “The Ghost brand has the bones to do something very special. Few Tequilas in this highly competitive category have been able to stand out and capture consumer and trade attention quite like Ghost has done.

“That’s testament to the talented team behind the brand, and the superior quality of the product. Together with the strong support from The Raptor Group and many other investors, I’m thrilled to take on the challenge of leading this company into its next evolution of growth.”

IWSR Drinks Market Analysis data showed US sales of Tequila overtook American whiskey in value terms in 2022, and is expected to topple vodka from the top spot this year.

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