Sidney Frank Importing Company (SFIC) has changed its operating name to Mast-Jäegermeister US, a reflection of the 45-year-old company’s purchase by Mast-Jäegermeister SE in 2015. Launched in 1972, SFIC was the exclusive U.S. importer of Jäegermeister, and founder Sidney Frank is credited with the innovative and experiential marketing that helped build Jäegermeister into the top-selling imported liqueur.
“This is more than a name change,” said CEO Michael Volke in a prepared statement. “The team of Sidney Frank Importing Company has truly become part of the brand family. As our number one global market, the U.S. is a significant factor for our recent successful growth in already more than 120 markets.”
The company rebranding comes in tandem with a move from New Rochelle to White Plains, N.Y. Plans are also underway for a flagship “brand experience office” to open in Manhattan next year.