Jäger buys US importer Sidney Frank

German liqueur brand Jägermeister has purchased Sidney Frank Importing Company, its American importer since 1974, for an undisclosed sum.

Jägermeister has been imported by Sidney Frank into the US since 1974 (Photo: Jägermeister)

Jägermeister has been imported by Sidney Frank into the US since 1974 (Photo: Jägermeister)

The deal was closed on Monday August 3, consolidating Jägermeister’s control over distribution, logistics, sales, promotions and marketing in the US, its biggest market. The company has similar control in Germany and the UK, its second and third largest markets.

This position gives the company “a more robust presence in these trendsetting markets” and increases its ability to create “brand experiences shaped by market-in-region experts”, a Jägermeister statement said.

“Sidney Frank and its people have been integral to the success of the Jägermeister brand in the US and, as we have previously stated, acquiring the company is the logical next step in our long-term strategy for both the US market and our company,” said Michael Volke, an executive board member at Mast-Jägermeister, the name of the liqueur brand’s holding company.

“The U.S. is the largest Jägermeister market in the world. Given this lighthouse role for the global spirits industry, we are confident this move will strengthen the future development of our brand in the US and beyond,” he said.

Based in New Rochelle, New York, Sidney Frank employs around 180 people and has a network of distributors and brokers throughout the US. The company will retain and operate under its existing name.

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