Brooklyn-based liqueur expands communications program

NEW YORK (PRWEB) April 13, 2023

Sorel, the award-winning hibiscus liqueur inspired by the ancestral Afro-Caribbean beverage, has announced Colangelo & Partners as its new public relations agency of record. This partnership will focus on engaging new and current consumers through strategic media relations, events and partnerships.

"With over 500 years of tradition, it is important to share the story of Sorel and the history of the red drink," says Jackie Summers, Founder of Sorel. "Colangelo & Partners has the experience and expertise to be the steward of the brand story, celebrating the work of the African and Indigenous people who contributed to what Sorel represents. They are the ideal partner to elevate the brand and showcase its rich cultural significance. We look forward to working in collaboration with such a reputable and credible agency."

The program is designed to increase brand awareness across consumers and industry professionals and drive sales. Colangelo & Partners will also support the development of organized partnerships and events.

Born of the spice trade, Sorel represents more than 500 years of joy and perseverance in a bottle. Infinitely versatile for cocktails and great (hot or cold) by itself, Sorel was perfected as the first and only shelf-stable sorrel liqueur in 2012 by Jackie Summers. A secret recipe that took 624 attempts to perfect, Sorel is made with Moroccan hibiscus, blended with Brazilian clove, Indonesian cassia, Indonesian nutmeg, and Nigerian ginger. The garnet red spiced hibiscus liqueur from Brooklyn is a modern twist on a timeless classic, delicious in every season.

"We're thrilled about our strategic and collaborative partnership with Sorel. With the distinct brand story behind Sorel and Jackie's connections in the industry, we see abundant opportunities to strengthen ties with the media, trade and consumers," says Colangelo & Partners President, Gino Colangelo, "Our team is excited to work with Sorel to expand on the already incredible accomplishments and success of the brand."

Sorel has been distinguished by the industry's most coveted accolades, becoming the most-awarded liqueur of 2022. Some of the top honors include the Chairman's Trophy from The Ultimate Spirits Challenge, Wine Enthusiast's Top 100 Spirits, Best American Herbal Liqueur in the World Liqueur Awards, Breakout Brand by Chilled Magazine, Best in Class/Best in Category from the American Distilling Institute, and the Innovation Award from the American Craft Spirits Association. In addition, Sorel was awarded Gold Medals from San Francisco World Spirits Competition, Finger Lakes International Wine & Spirits Competition, Singapore World Spirits Competition and the Craft Competition International Awards among others. Most recently, Sorel swept the Los Angeles Invitational Spirits Competition, with 95 points, a Double-Gold medal, and being named Best of Class/Best Liqueur.

Sorel is currently sold in retail shops, hotels, bars, and restaurants across the country. For more information on Sorel, visit https://sorelofficial.com/

About Jackie Summers
Jackie Summers is an acclaimed author, seasoned public speaker, and serial entrepreneur. Summers is the founder of JackFromBrooklyn Inc. and the creator of the award-winning Sorel Liqueur. Most recently, Summers was a finalist for the 2022 James Beard Media Award for Personal Essay, Long Form, and was also honored among Food & Wine magazine's inaugural class of Drinks Innovators of the Year. He has been included among the world's 100 Most Influential Bar Industry Figures by Drinks International Magazine (2019, 2020, 2021), The 50 Most Influential People In Brooklyn Food (Brooklyn Magazine, 2015), named to the Imbibe 75 (2021), and named the 2019 Award winner for "Best Food Essay" by the Association of Food Journalists. Summers has contributed to publications including the James Beard Foundation, Plate, Wine Enthusiast, VinePair, Epicurious, Delish, and Edible Brooklyn. He currently serves as a member of the VIBE Advisory Council. Summers' mission is to tell stories of marginalized peoples in their own voices.

About Sorel Liqueur
Sorel Liqueur is an alcoholic rendition of sorrel, the 500+-year-old traditional hibiscus-based beverage brought to the Caribbean from West Africa. After being diagnosed with a spinal tumor in 2010 and given a ninety-five percent chance of death, Jackie Summers beat those odds and left his decades-long corporate career to create Sorel, in honor of his Barbadian heritage. Following 623 failed attempts, Summers perfected the first and only shelf-stable alcoholic version of the Red Drink. After an impressive debut in 2012, Sorel ceased production for several years, and in 2021 became an early recipient of the Uncle Nearest Venture Fund. Sorel is currently available in 20 states and will be available in 35 states by the end of 2023, expanding its presence in bars, restaurants, and retailers throughout the United States. Visit SorelOfficial.com for more information and follow @SorelOfficial on Instagram and Facebook.

About Colangelo & Partners
Colangelo & Partners specializes in premium food, wine and spirits brands, and has long-established relationships with the key press that drive these business categories and help determine the industry leaders. Agency principals have years of experience in retail and distribution as well as communications, a rare combination that gives Colangelo & Partners invaluable insights into consumer purchasing behavior. The agency focuses on ‘closing the loop' between creative communications programs, distribution, promotion, publicity and the consumer in order to maximize the efficiency of its communications programs and deliver measurable results. Founded in 2006, Colangelo & Partners was honored as one of the year's top integrated communications firms at the 2013 Agency Elite Awards and for one of the best digital marketing campaigns at the 2014 Digital PR Awards.

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