Sazerac, Brandgenuity Toast to LicensingSazerac, Brandgenuity Toast to Licensing

Brandgenuity has been chosen as the licensing agent of spirits company Sazerac.

The agency will be charged with developing licensing programs for Sazerac brands such as Buffalo Trace Bourbon, Fireball Whisky, 99 Brand, Myers’s Rum and Wheatley Vodka. Brandgenuity will look to leverage those brands in both the food and lifestyle categories.

“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,” says Patrice Paglia, licensing manager, 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.”

Sazerac is a family-owned spirits company that has roots dating back to the 1630s. Today, the company has more than 450 brands in its portfolio and 20 locations across the world.

“These brands are so evocative, have real social currency, iconic logos and great graphics – lots to offer collaboration partners and licensees,” adds Jay Asher, partner, Brandgenuity.

Following the deal, Sazerac joins Brandgenuity’s exsiting client catealog, which includes brands such as G2 Esports and Mr. Kate.