Sidney Frank Importing Company, a wholly owned subsidiary of Mast-Jägermeister SE, today announced it will operate under the name Mast-Jägermeister US effective immediately.

The name change marks a new era for Mast-Jägermeister SE in the U.S., the company says, after acquiring SFIC in August 2015.

Launched in 1972, SFIC served as the exclusive importer of Jägermeister in the United States and helped establish the brand as a top-selling imported liqueur. Founder Sidney Frank is credited with fueling Jägermeister’s growth through marketing that capitalized on the liqueur’s popularity in the 1980s.

Among SFIC’s notable contributions are the introduction of the Jägerettes – the first promotional models in the spirits industry – and the Jägermeister Tap Machine.

“Sidney Frank was a true innovator, transforming Jägermeister into a bold and powerful brand that became synonymous with the ultimate ice cold shot,” says Jeffrey Popkin, CEO of Mast-Jägermeister US, in a press release. “We’re proud to continue his legacy of innovation and brand building under one name, as one family and one success story.”

The company employs approximately 180 people and has a network of distributors and brokers throughout the country.

“This is more than a name change; the team of Sidney Frank Importing Company has truly become a part of the brand family,” says Michael Volke, CEO Mast-Jägermeister SE. “As our number one global market, the US is a significant factor for our recent successful growth in already over 120 markets.”

The announcement of Mast-Jägermeister US comes ahead of the company headquarters relocation from New Rochelle to White Plains, N.Y., where it will occupy a 30,000-square-foot office space at 10 Bank Street. The move is slated for completion in June 2017.

Additionally, the company is developing plans to open a flagship brand experience office in Manhattan in 2018.

Last October, Jägermeister unveiled a new bottle.