Brandgenuity has announced that spirits company Sazerac has extended the agency’s scope to include the U.K. and Europe. The agency will build licensing programs for priority brands including Fireball Whisky and Southern Comfort.  

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. 

“We are so excited to bring our fans in the U.K. and European markets more ways to enjoy Fireball Whisky and Southern Comfort,” says Patrice Paglia, licensing manager, Sazerac. “These brands are exploding in popularity, and we know that licensees are ready to tap into that energy and momentum.” 

Fireball and Southern Comfort will be extended into lifestyle and collaborations, while Southern Comfort will also expand into food and beverage products.  

Teri Niadna, managing director, Brandgenuity Europe, will oversee the development of the licensing programs of key Sazerac brands.  

“We cannot wait to get started disrupting the market with products that will deepen Fireball Whisky and Southern Comfort’s relationship with its current and future fans,” says Niadna. “When it comes to food, Southern Comfort has all the ingredients needed for success – great distinctive flavors and amazing graphics – and we are poised to find partners and collaborators to help us launch an elevated lifestyle apparel program for both brands as well.”