The Toast of the Spirits Community, Shine will lead education of the Premium Herbal Liqueur’s rich history and complex taste profile.

Jägermeister is proud to announce that it has tapped world-renowned mixologist Willy Shine to be its new Brand Meister. Representing the top-selling imported liqueur in the U.S., Shine will travel the country leading development of Jägermeister’s trade education program, bringing to life the brand’s key attributes by teaching, entertaining and training the spirits community, consumers, the media and distributor partners. Shine begins this newly created position today, November 23rd.

“Jägermeister is truly honored to have one of this country’s most well-known and highly respected mixologists as its new Brand Meister. Leveraging his stature within the spirits community, Willy will forge fresh paths for Jägermeister by sharing the story of this premium herbal liqueur with an ever-widening audience.”
– Marcus Thieme, Chief Marketing Officer, Jägermeister at Sidney Frank Importing Company, Inc.

A well-traveled hospitality professional who has worn many hats during his 20-plus years in the industry, Shine is the founder of Willy Shine Consulting, one of the most sought-after beverage consultancies in the nation. An expert at conceptualizing, creating and building bar and restaurant beverage ideas, Shine is known throughout the industry and beyond for his grand cocktail event productions. His approach to production has set the standard for cocktail events and activations, both large and small.

Jägermeister Taps Famed Mixologist Willy Shine As Brand Meister

Jägermeister Taps Famed Mixologist Willy Shine As Brand Meister

“Continually learning and confronting challenges is what makes me tick. I’m a passionate cocktail and spirits expert and educator who has had the opportunity to travel to the ends of the Earth to see, touch, smell and taste some of this world’s best cocktails and spirits. I’m thrilled to be taking on this new official role as Brand Meister and help take Jägermeister to new heights. I’ve worked at a number of Jägermeister events in the past and have always been inspired by its rich heritage and complex ingredients, making this opportunity seamless.”
– Willy Shine

As Brand Meister, Shine will focus on brand education of the iconic brand’s authentic history and heritage, premium ingredients and complex taste profile while serving as a resource to the team of Jägermeister’s on-premise specialists around the country. Additionally, he will work closely with Jägermeister’s public relations team as a representative for Jägermeister in local and national media; oversee, coordinate and execute brand-building educational promotions at large-scale trade events and cocktail weeks; and develop drink strategies for Jägermeister and create impactful concepts for engaging accounts with new drinks.

About Jägermeister
Jägermeister, which translates to “master hunter,” is the #1 selling imported liqueur in the United States and one of the top shot brands in the world. The famed herbal liqueur, which features natural ingredients including cinnamon, star anise, ginger and cardamom, gets its full-bodied flavor from a four-stage cold maceration process applied over several weeks to extract aromatic compounds from a closely guarded recipe of 56 of the finest exotic herbs, roots, blossoms and fruits, plus aging in oak casks for one year. The production process is exacting and includes sourcing premium ingredients in their raw, unprocessed form, along with 383 quality checks to ensure its iconic taste profile. Jägermeister Liqueur is 35% Alc. /Vol. and imported exclusively by Sidney Frank Importing Company, Inc., New Rochelle, NY. SFIC is a wholly-owned subsidiary of MJUS. Visit, or for additional information. DRINK RESPONSIBLY.