Katlenburg, May 23, 2025 – After nearly five successful years leading international sales efforts
for Katlenburger Kellerei, Europe’s largest fruit wine and lifestyle drinks manufacturer, Dirk
J. Ullrich will be leaving the family-owned company at the end of June. He will take on a new
role as Regional Sales Director at the up-and-coming Oe International Beverage AG, based in
Zug, Switzerland, starting July 1, 2025.
During his time at Katlenburger, Ullrich was instrumental in expanding the brand’s
international presence. Through strategic partner selection and market focus, Katlenburger
beverages are now available across all continents. He also played a key role in developing the
company’s private-label business and promoting licensed products such as Almdudler
Almspritz and Pink Lady Apple Cider in foreign markets.
The 53-year-old Hamburg native, a former Campari and Philip Morris executive, spent much
of his career abroad in senior marketing & sales roles. In 2017, he founded a beverage
distribution start-up in South Africa, which he sold just two years later to Distell (now
HEINEKEN South Africa).
Effective July 1, Ullrich will join Oe International Beverage AG, a young, fast-growing
company specializing in the global distribution of innovative premium beverage brands. The
Swiss-based firm is currently expanding its international operations and aims to establish a
strong presence across key global markets.
“I am happy to have had a successful and inspiring time at Katlenburger and now look
forward to new challenges with the OeTTINGER Group,” says Dirk J. Ullrich.
About Katlenburger Kellerei:
Katlenburger Kellerei is Europe’s leading producer of fruit wines and lifestyle beverages.
Based in Lower Saxony, Germany, the family-run company stands for quality, innovation,
and sustainability, and distributes its products to customers around the globe.
About Oe International Beverage AG:
Oe International Beverage AG, headquartered in Zug, Switzerland, is a dynamic newcomer in
the international beverage market. Focused on premium products and global expansion, the
company is building a strong network across Europe, Asia, and North America.
