Sidney Frank Importing Co. names new CEO

Sidney Frank Importing Company has appointed Jeffrey B. Popkin as the company’s new CEO, effective 1 December.

A wholly-owned subsidiary of Mast-Jägermeister Popkin joins Sidney Frank Importing Company having been president of Vita Coco.

“Jeffrey brings a very unique leadership skillset that matches with our plans for growing the Jägermeister brand in the US and Canada,” commented Michael Volke, member of the executive board of Mast-Jägermeister.

“He has a proven track record as an innovator, team builder and positive change agent.

“He knows how to take established brands and bring them to new levels of success.”

Popkin’s other roles in the drinks industry included CEO of Red Bull Distribution, and numerous senior leadership posts with top beer and beverage brands, such as president of the Western US for Coors Brewing Company.

“I am very excited about the opportunity to join the Jägermeister family and help grow this iconic brand,” said Popkin. “The company has a proven team and strong distributor network in place.

“Together, we will continue to innovate and grow the beloved Jägermeister brand by creating new experiences for our loyal customers, and by expanding the brand’s appeal to a new generation of consumers.”

Jägermeister completed its acquisition of Sidney Frank Importing Company in August 2015, but vehemently denied rumours CEO Lee Einslidler was leaving the company to head up a new importing business for Casamigos Tequila.

Last week, Lee Einsidler was announced as the new CEO of Casamigos Spirits Company as the Tequila brand moved to bring importation in-house.