Corporate rebranding follows 2015 acquisition by Mast-Jägermeister SE.

Sidney Frank Importing Company, Inc. (SFIC), a wholly owned subsidiary of Mast-Jägermeister SE, announced it will operate under the name Mast-Jägermeister U.S. effective immediately. The name change marks a new era for Mast-Jägermeister SE in the United States after acquiring SFIC in August 2015.

Launched in 1972, SFIC served as the exclusive importer of Jägermeister in the United States and helped establish the brand as the nation’s No. 1 selling imported liqueur. Founder Sidney Frank is credited with fueling Jägermeister’s growth through creative, experiential marketing that capitalized on the liqueur’s newfound popularity in the 1980s. Among SFIC’s notable contributions are the introduction of the Jägerettes – the first promotional models in the spirits industry – and the revolutionary Jägermeister Tap Machine, which not only brought the brand out of the freezer and onto the bar, but also made Jägermeister the first-ever tapped spirit.

“Sidney Frank was a true innovator, transforming Jägermeister into a bold and powerful brand that became synonymous with the ultimate ice cold shot. We’re proud to continue his legacy of innovation and brand building under one name, as one family and one success story.”
– Jeffrey Popkin, CEO of Mast-Jägermeister U.S.

Mast Jägermeister

The company employs approximately 180 people and has a network of distributors and brokers throughout the country.

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

The announcement of Mast-Jägermeister US comes ahead of the company headquarters relocation from New Rochelle to White Plains, N.Y., where it will occupy a 30,000-square-foot office space at 10 Bank Street. The move is slated for completion in June, 2017. Additionally, the company is developing plans to open a flagship brand experience office in Manhattan in 2018.

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