Mast-Jägermeister has appointed Tobias Witte as Director of Global Travel Retail.
He takes over from Dietmar Franke, who retired from the business in December 2021 after 40 years of outstanding service in the drinks industry.
Under Franke’s leadership, Jägermeister’s travel retail volumes increased more than tenfold in 2019, becoming the tenth-most popular international premium spirits brand in the channel, according to the International Wines & Spirits Record (IWSR).
Witte has worked in the drinks industry since 2006 and has been a part of the Mast-Jägermeister company for nine years.
Prior to his promotion, he was Gin Sul Managing Director since the brand’s acquisition by Mast-Jägermeister in 2018. During his tenure, Witte developed the Gin Sul brand from a local craft gin to an internationally renowned premium spirits brand.
He also worked as Area Manager for Southeast Europe, Regional Manager for Canada, led the Americas Global Travel Retail Team, and was Vice President of the on-premises strategy across the US.
“I am delighted to lead the global travel retail team at Jägermeister and welcome the opportunities and challenges that lay ahead,” Witte said. “I look forward to taking Dietmar’s legacy forward, developing the brand further and collaborating with our partners around the world.”
Commenting on Witte’s appointment and Franke’s departure from the 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.
“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 global travel retail and I look forward to watching developments under Tobias’ stewardship.”
Jägermeister is currently sold in 150 international markets and is performing strongly in Asia Pacific and European markets, the company said. 
