Willy Shine

Title: Brand Meister at Jägermeister
Location: New York

Willy Shine is a former bartender and bar manager who currently serves as the brand meister for Jägermeister. He is a member of the Liquor.com advisory board.


In his role with Jägermeister, Shine travels the country to lead development of the brand’s trade education programs. Before working with Jäger, Shine was the national brand ambassador for Appleton Estate Jamaican Rum.

In addition to his ambassador role, Shine runs Willy Shine Consulting, a full-service company that provides bar and restaurant consulting, bartender training, liquor sales education, live experiences and cocktail events. He is also a member of the Beverage Alcohol Resource and BarSmarts programs.



About Liquor.com

Liquor.com is dedicated to good drinking and great living. We inspire, entertain and educate anyone—and everyone—interested in what happens in the glass and out of it.

For more than 20 years, Dotdash brands have been helping people find answers, solve problems, and get inspired. We are one of the top-20 largest content publishers on the Internet according to comScore, a leading Internet measurement company, and reach more than 30% of the U.S. population every month. Our brands collectively have won more than 20 industry awards in the last year alone and, most recently, Dotdash was named Publisher of the Year by Digiday, a leading industry publication.