Agency to pour brands’ unique flavor profiles and personalities into fresh licensed extensions

New York, NY – November 9, 2020 – Brandgenuity announced today that it has been selected by leading spirits company Sazerac to be its licensing agency of record. The agency will build licensing programs for the company’s extensive portfolio of premium and mainstream brands such as Buffalo Trace Bourbon, Fireball Whisky, 99 Brand, Myers’s Rum and Wheatley Vodka.

Sazerac is an American family-owned company with a portfolio of 450 brands and roots that date back to the 1630s. Today, Sazerac boasts thousands of employees around the globe across 20 locations and is among the most respected distilled spirits companies in the world.

“We believe in licensing and the power that a great licensed product or collaboration has to deepen our relationship with our current fans and bring in new ones,” said Patrice Paglia, Licensing Manager at Sazerac. “We’re excited to get started with the Brandgenuity team and look forward to the unique spirit, creativity and expertise they will bring to this partnership.”

The agency will be working with Sazerac to expand into both food and lifestyle categories.

“We love these brands and we know them well,” said Jay Asher, Partner at Brandgenuity. “When it comes to food licensing, these brands have all the ingredients needed for success; unique flavor profiles, trusted quality and tremendous history.” Lifestyle will be a key focus as well. Added Asher, “These brands are so evocative, have real social currency, iconic logos and great graphics – lots to offer collaboration partners and licensees.”

For more information contact info@brandgenuity.com

About Sazerac
Sazerac is one of America’s oldest family owned, privately held distillers with operations in the United States in Louisiana, Kentucky, Indiana, Virginia, Tennessee, Maine, New Hampshire, South Carolina, Maryland, California, and global operations in the United Kingdom, Ireland, France, India, Australia and Canada. For more information on Sazerac visit https://www.sazerac.com/

About Brandgenuity
Brandgenuity is a leading global independent brand licensing agency that extends iconic brands into products, services and experiences that delight consumers, raise brand awareness and generate revenue. The agency’s clients include BMW, Church & Dwight, Sazerac, Pnina Tornai, Mr. Kate, Zak Bagans, White Castle, G2 Esports, MGM Studios, NFLPA and others. Brandgenuity has won numerous industry awards. For more information, visit our website http://brandgenuity.com or contact info@brandgenuity.com.