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Sidney Frank Rolls Out Barenjager Honey & Bourbon

February 28, 2012

As initially reported in Shanken’s Impact Newsletter’s December 15 issue, Sidney Frank Importing Co. is introducing a new extension to its Barenjager honey liqueur brand, Barenjager Honey & Bourbon, which will roll out nationally in April. A blend of Barenjager and Kentucky Bourbon, the new offering is 70-proof and will sell for around $29 a 750-ml. Barenjager is made by one of Germany’s oldest family owned companies, Schwarze & Schlichte. In the U.S. it sells around 15,000 cases annually. The brand’s new offering enters the hot but increasingly competitive segment of Bourbon-based liqueurs—including Wild Turkey American Honey and Jack Daniel’s Tennessee Honey, as well as flavored Bourbon offerings Red Stag Honey Tea and Evan Williams Honey Reserve.

Concurrently, Sidney Frank has promoted Steve Bellini to the role of executive vice president, sales. Bellini, who has been with the company since 2008, previously was senior vice president. Also, Bill Henderson has been named executive vice president, marketing, promoted from his previous position of senior vice president, marketing and advertising. Henderson will now oversee marketing initiatives and new product development/innovation, but his responsibility doesn’t include Jägermeister, for whom a separate executive vice president, marketing, will be named later. In addition, Amanda Blanco will move up to the position of vice president, marketing brand manager/Jägermeister, from her former position of senior marketing brand manager.

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