Mast-Jagermeister US CEO Talks Re-engaging Consumers

In the years following the recession, Jagermeister's popularity in the US took a tumble as it faced a flurry of new shot entrants, and Fireball in particular rose to the top of the charts. German parent company Mast-Jagermeister set out to turn its trends around in the summer of 2015 when it bought the brand's US importer Sidney Frank Importing Company. In the year and half since then, the company has: hired Jeff Popkin as ceo; ditched all of the