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News Alert: Mast-Jägermeister US Names Joe Fortune As CEO

February 17, 2022

Mast-Jägermeister US has announced that Joe Fortune has been named Chief Executive Officer, effective April 1. Fortune most recently served as Chief Commercial Officer and will be taking the reins from Jeff Popkin, who has helmed Mast-Jägermeister US for the past six years.

Fortune joined the company in 2016 as CFO and has served as CCO the past two years. He has made a significant impact on the business during his tenure, according to parent group Mast-Jägermeister SE. Jägermeister’s namesake brand was up 13% to 1.3 million cases in the U.S. last year, according to Impact Databank.

Popkin is credited with implementing the company’s strategic distribution alignment with Southern Glazer’s Wine & Spirits, its multi-year sponsorship deal with the NHL, and improving its focus on innovation with Jägermeister Cold Brew Coffee, among other initiatives. He was also instrumental in securing the partnership with Dwayne “The Rock” Johnson and his Tequila brand, Teremana, in which Mast-Jägermeister is now a strategic investor.

“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,” said Michael Volke, Global CEO Mast Jägermeister SE.—Daniel Marsteller

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