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Benedikt Fimpel to head up Moskovskaya Vodka

Moskovskaya owner Amber Beverage Group has appointed former Jägermeister executive Benedikt Fimpel as global brand director for vodka.

Benedikt Fimpel
Benedikt Fimpel previously served as global brand manager for Jägermeister and Thomas Henry

Fimpel will lead Amber Beverage Group’s Moskovskaya Vodka brand, with the goal of achieving one million nine-litre cases over the next five years.

Fimpel has worked in the drinks industry since 2013, previously managing brands such as herbal liqueur Jägermeister and mixer producer Thomas Henry.

“We are truly delighted to welcome Benedikt as a knowledgeable spirits enthusiast to sharpen and elevate the marketing of some of our most popular beverages,” said Pepijn Janssens, chief marketing officer at Amber Beverage Group (ABG).

“After setting ambitious goals for Moskovskaya Vodka in our five-year business plan, we believe that his experience at Jägermeister and his never-ending high energy will most definitely help us deliver one million nine-litre Moskovskaya case sales in the next five years.”

His most recent position as global brand manager for Jägermeister saw Fimpel take charge of global brand strategy and communications. He was behind projects such as the Be the Meister campaign and the launch of Jägermeister Cold Brew Coffee, as well as the rollout of the global Save the Night initiative to help the on-trade during the pandemic.

In his role as international brand manager for Thomas Henry, Fimpel, led the company’s ‘repositioning and internationalisation’, and helped the mixer producer launch in the US in 2018.

Fimpel added: “I am more than thrilled to take on this new role and feel very honoured to become a member of this dynamic family. I can’t wait to roll up my sleeves and do my part to contribute to the further success story of ABG, and in particular, to shape the next trailblazing chapter for our iconic Moskovskaya brand.”

Amber Beverage Group said Moskovskaya has rapidly extended its global distribution, while growing strongly in existing markets such as the Baltics, Italy, Spain, Portugal, Lebanon, the UK and Canada.

The brand appointed Blue Spring Imports as its US distributor last year, and secured global listings for Moskovskaya Pink and its hard seltzer range.

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