Red Hook, Brooklyn NY (April 1, 2015) – Sorel Artisanal Liqueur, owned by Jack From Brooklyn Inc., has an amazing story, and has joined forces with the Mahalo Spirits Group (MSG) to tell it. Mahalo specializes in accelerating brand growth for handcrafted spirits with deep, authentic stories. Sorel will benefit from the distributor and sales network of the Mahalo Sales and Marketing Group, and Mahalo will add an award-winning liqueur to its craft spirits portfolio.
Sorel is a modern twist on an exotic classic. An artisanal hibiscus liqueur, handcrafted in Brooklyn, Sorel is based on a traditional Caribbean recipe. Its ingredients read like a World Almanac – Brazilian clove, Nigerian ginger, Indonesian cassia, Moroccan hibiscus, Indonesian nutmeg, blended with organic New York neutral grain alcohol. Its unique taste, aroma and distinctive flavor have caught the attention of consumers and mixologists alike.
As a result, Sorel has survived the growing pains of a startup venture – as well as the devastation brought to Brooklyn by Hurricane Sandy – to emerge as a significant brand with surprising influence.
According to Jackie Summers, CEO of Jack From Brooklyn:
“A relationship with the Mahalo Spirits Group allows us to take Sorel to the next level. More importantly, the brand is in excellent company with Angel’s Envy and Papa’s Pilar. In addition, my team and I will have the opportunity to work closely with people like Steve Groth and Eric Lear of Mahalo Spirits Group, and Bill McGough, head of national sales for Mahalo Sales and Marketing. It’s rare to find this level of cultural and strategic synergy.”
Stephen Groth, CEO of Mahalo Spirits Group, said this about the partnership:
“We are a relatively new company in the spirits space dedicated to working with brands that have deep and authentic stories that resonate with distributors, retailers, and especially, consumers. The days of spirits brands growing based strictly on marketing hype and sales clout are declining, while story based and “what’s in the bottle” brands are growing. Our network of sales people and distributors understand this, and welcome our portfolio. We are thrilled to have Sorel join Angel’s Envy and Papa’s Pilar in our journey.”
Under the leadership of Bill McGough, Sorel will have a national footprint, and benefit from a strong distributor network. “Sorel is a truly handcrafted brand, and its growth needs to be managed strategically and carefully,” said Bill. “We will rollout the brand in key markets based on where Sorel is currently and where it should be for the future.”
For Mahalo, the relationship with Sorel is a powerful addition to its line up of craft spirits brands. “What I love about Sorel,” Bill added, “is that it’s a terrific brand in its own right, but also is an awesome addition to other products like whiskey, rum, vodka, and sparkling wine. That’s why mixologists and consumers love it. In some respects it reminds me of St. Germain, but more universal in its use.”
About Sorel Artisanal Liqueur and Jackie Summers:
Sorel was awarded 95 points in the 2015 Ultimate Spirits Competition, 5 stars in Spirit Journal by F. Paul Pacult, and 5+ stars in Difford’s Guide by Simon Difford.
Hand-crafted in Brooklyn, Sorel is based on a traditional Bajan recipe. Produced in small batches at Jack From Brooklyn’s Red Hook Distillery, Sorel is made from Brazilian clove, Indonesian cassia, Nigerian ginger, Indonesian nutmeg, Moroccan hibiscus, pure cane sugar, and organic New York grain alcohol. Sorel offers a unique aromatic profile and a distinctive flavor, creating vast new options for both consumer and mixologist.
Named one of the 50 most influential people in Brooklyn Food and Beverage, by Brooklyn Magazine, Jackie Summers, CEO of Jack From Brooklyn Inc, and creator of Sorel, is an author, an autodidact, and an entrepreneur. Prior to entering the liquor industry, he enjoyed a successful career in corporate America, with stints in finance, marketing, and publishing. After surviving a cancer scare in 2010, he left the corporate world to apply his unique skill set to entrepreneurship.
The Sorel Board of Directors includes two spirits and wine industry veterans, Stephen Lewin of Lewin Brand Group and Arthur Shapiro of A|M Shapiro & Associates, in addition to Diana Sonis, a successful serial entrepreneur.
About Mahalo Spirits Group:
Mahalo Spirits Group is a full-service brand innovation company headquartered in Delray Beach, Florida. Mahalo specializes in incubating and/or accelerating handcrafted brands with deep and authentic stories. Mahalo has a broad array of targeted resources, ranging from national sales and marketing to world-class creative and creation talent, all of which is supported by an experienced finance and compliance team. Mahalo currently works on the Angel’s Envy Bourbon and Papa’s Pilar Rum brands.