The Board of Directors of New Rochelle, N.Y.-based Sidney Frank Importing Co. Inc. (SFIC), a wholly owned subsidiary of Mast-Jagermeister, named Jeffrey B. Popkin as the company's chief executive officer.
Popkin brings significant experience helping grow some of the most renowned beverage and alcohol brands in the United States, the company says. He has done so through a combination of innovative marketing and building close working relationships with distributors and customers, it adds. His official start date is Dec. 1.
“Jeffrey brings a very unique leadership skill set that matches with our plans for growing the Jagermeister brand in the U.S. and Canada," said Michael Volke, member of the Executive Board of Mast-Jagermeister, in a statement. “He has a proven track record as an innovator, team builder and positive change agent. He knows how to take established brands and bring them to new levels of success.”
Popkin most recently served as president of the Vita Coco brand. During his tenure, the coconut water brand saw significant growth from coast to coast, including the rapid expansion of its distribution and retail footprint, the company says. His leadership experience in the beverage industry also included serving as chief executive officer of Red Bull Distribution. Prior to Red Bull, he occupied a number of senior leadership positions with top beer and beverage brands, including his role as president of the Western U.S. for Coors Brewing Co.
“I am very excited about the opportunity to join the Jagermeister family and help grow this iconic brand," Popkin said. “The company has a proven team and strong distributor network in place. Together, we will continue to innovate and grow the beloved Jagermeister brand by creating new experiences for our loyal customers, and by expanding the brand's appeal to a new generation of consumers.”