Rapidly shifting consumer preferences and fierce competition for brand loyalty demand a rare kind of leadership—especially for iconic beverage brands. Joe Fortune, CEO (Chief Meister) of Mast-Jägermeister US, stands at this crossroads of history and innovation. Steering a 90-year-old, family-owned enterprise, he leads iconic Jägermeister with a focus on authenticity, adaptability, and people-first values.
“It’s a constant journey,” Fortune shared during a recent conversation on Beyond the Bottom Line with host Bert Miller. “We’re evolving our approach, listening to consumers, and focusing on impact just as much as effort.” His leadership represents a new model of beverage brand leadership—one that blends long-term vision, strategic reinvention, and a commitment to talent development.
Mast-Jägermeister’s legacy dates back five generations, giving it a unique cultural foundation. Fortune emphasizes accessibility and open communication—leaders hold candid town halls, invite direct Q&As, and maintain a flat structure. This “family-like” approach isn’t about avoiding accountability; it’s about encouraging engagement. Instead of distant managers and guarded conversations, employees connect directly with senior leadership, fostering transparency and trust.
Yet Fortune knows a company isn’t a family—there are targets to hit and markets to overcome. The difference lies in how performance and culture reinforce each other. By nurturing an environment where voices are heard and ideas are valued, teams feel invested in the journey ahead. This balance empowers them to lean into strategic pivots and ambitious initiatives without losing their sense of belonging.
Jägermeister’s legacy as an iconic shot brand spans decades, but standing still isn’t an option. Recent extensive research—surveying 4,000 shot drinkers—revealed new growth avenues. Fortune and his team embraced the findings, refining their target audiences and adapting their messaging. They honor tradition without becoming trapped by it, ensuring Jägermeister resonates with evolving tastes for flavor variety, authenticity, and brand storytelling.
This agile mindset shines through when examining Teremana’s meteoric rise. Introduced amid pandemic constraints, the brand defied old-school launch playbooks. Instead of relying solely on bars and restaurants, Teremana maximized off-premise channels, digital platforms, and the influence of co-founder Dwayne “The Rock” Johnson. Observing Teremana’s success taught Fortune and his team how to pivot rapidly and innovate beyond conventional industry norms.
Fortune credits operational excellence to people, not just processes. Traditionally, the beverage industry prized deep experience above all else. While industry know-how still matters, Mast-Jägermeister now also recruits talent based on potential, ambition, and the ability to adapt. New hires undergo robust onboarding, meet with senior leaders, and participate in ongoing mentorship programs. This approach fuels a high-performance mindset grounded in data-informed decisions, creativity, and relentless improvement.
“Our mantra is if you’re not going forward, you’re going backward,” Fortune explained. By encouraging new perspectives, the team avoids designing solutions purely for customers who resemble themselves. Instead, emerging talent—often closer in age and mindset to the evolving consumer base—ensures the brand anticipates, rather than reacts to, shifts in taste and cultural sentiment.
Family ownership confers a long horizon for planning and investment. Mast-Jägermeister operates with a multi-generational mindset, free from the pressure of quarterly shareholder expectations. This perspective supports a bold stance on sustainability, responsible sourcing, and community engagement.
Today’s consumers expect brands to reflect their values, from ethical packaging to transparent supply chains. While Fortune hasn’t publicly detailed specific metrics, the shift toward sustainable practices aligns with data from Euromonitor International and the IWSR, which show that consumers increasingly gravitate toward brands committed to responsibility and authenticity. By weaving these values into the company’s strategy, Fortune safeguards the brand’s relevance and legacy for generations to come.
Fortune’s approach offers a roadmap for emerging leaders in the beverage space:
Joe Fortune exemplifies what beverage brand leadership can achieve: blending heritage with innovation, encouraging a culture that champions honesty and growth, and meeting consumer needs with agility and foresight. His tenure at Mast-Jägermeister shows that even the most storied brands can—and must—evolve.
Protis Global specializes in identifying and cultivating leaders like Fortune, who turn challenges into stepping stones and transform visions into tangible results. As consumer tastes shift and competition intensifies, the next wave of beverage excellence belongs to those who can guide brands forward—leaders who champion authentic culture, strategic thinking, and a readiness to reinvent what’s possible.
*Some quotes edited for grammar and clarity*