Tobias Witte named Director Global Travel Retail at Mast-Jägermeister

By Luke Barras-hill |

Jägermeister owner Mast-Jägermeister has appointed Tobias Witte as Director of its global travel retail division.

He succeeds Dietmar Frank, a 40-year veteran of DF&TR, who retired from the business in December.

Witte has worked in the drinks industry since 2006 and for Mast-Jägermeister for the last decade.

In recent years, he has served as Managing Director of Gin Sul. Mast-Jägermeister became a stakeholder in the firm in July 2018.

Prior to that, he occupied a number of other regional roles at Mast-Jägermeister.


Witte said: “I am delighted to lead the GTR team at Jägermeister and welcome the opportunities and challenges that lie ahead. I look forward to taking Dietmar’s legacy forward, developing the brand further and collaborating with our partners around the world.”

Frank had been responsible for leading Jägermeister’s GTR growth and was responsible for significantly increasing the brand’s volumes.

Mast-Jägermeister CEO Michael Volke added: “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 GTR and I look forward to watching developments under Tobias’ stewardship.”

Jägermeister is sold in more than 150 international domestic markets and performs very strongly in Asia, including China, plus Europe.

In January 2020, the company introduced Jägermeister Cold Brew Coffee, which marries Jägermeister and intense cold-brewed coffee.

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