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Sidney Frank rebrands as Mast-Jägermeister US

Sidney Frank Importing Company (SFIC) has changed its name to Mast-Jägermeister US following its takeover by the German herbal liqueur producer in 2015.

Sidney Frank Importing Company will now operate under the new name Mast-Jägermeister US

Founded in 1972, SFIC is one of the most well known names in the US spirits industry and built brands such as Grey Goose Vodka to prominence.

The firm was acquired by Mast-Jägermeister for an undisclosed sum in 2015, having acted as the herbal liqueur producer’s exclusive US importer and marketer since 1974.

Founder Sidney Frank is credited with vastly increasing Jägermeister’s popularity in the US, introducing the Jägerettes – the first promotional models in the spirits industry – and the Jägermeister Tap Machine – making the liqueur the first spirit available on tap.

Mast- Jägermeister now handles all of SFIC’s distribution contracts and controls all dimensions of its value chain, including two thirds of its global distribution, as well as logistics, sales, promotions and marketing in its three biggest markets – the US, Germany and UK.

SFIC said its corporate rebranding “marks a new era for Mast-Jägermeister SE in the United States”.

“Sidney Frank was a true innovator, transforming Jägermeister into a bold and powerful brand that became synonymous with the ultimate ice cold shot,” said Jeffrey Popkin, CEO of Mast-Jägermeister US, who was appointed CEO of SFIC in December 2015 following the departure of Lee Ensidler, who left the company to head up the new Casamigos Spirits Company.

“We’re proud to continue his legacy of innovation and brand building under one name, as one family and one success story.”

Mast-Jägermeister US, which employs about 180 people, will also relocate from New Rochelle to White Plains in New York, where it will occupy a 30,000sqft office space at 10 Bank Street. The move is expected to be completed in June this year.

The company is also developing plans to open a flagship ‘brand experience’ in Manhattan next year.

“Mast-Jägermeister US plays a key role in fulfilling our brand promise to never stop hunting, innovating and creating new experiences for our fans,” said Michael Volke, CEO of Mast-Jägermeister SE.

“This is more than a name change; the team of Sidney Frank Importing Company has truly become a part of the brand family. As our number one global market the US is a significant factor for our recent successful growth in already over 120 markets.”

Jägermeister recorded “solid” single-digit volume growth in 2016, bolstered by the international expansion of its marketing and sales division.

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