The success of last year’s limited release of Jägermeister’s spiced variant has led to it being launched permanently in the UK.
Jägermeister Spice is to be rolled out nationally after trials with bar and pub groups including Stonegate Pub Company, Novus Leisure and Mitchells & Butlers.
Introduced as a limited edition in October last year, it will now be supported by a six-figure marketing campaign including bespoke point-of-sale materials such as branded urns, out-of-home advertising, consumer PR, social media and sampling activity to communicate key serves and encourage consumer trial.
Jägermeister Spice is made in the same way as original Jägermeister, using the same secret recipe of 56 herbs, blossoms, roots and fruits but combined with enhanced cinnamon and vanilla notes. With ABV of 25%, Jägermeister Spice provides a smooth and warm taste profile with a spicy flavour.
It is recommended for drinking neat over ice or as a Black Spice mixed with cola. UK brand ambassador Florian Beuren has also created recipes to encourage bars to serve it in cocktails (see below).
Nicole Goodwin, marketing director at distributor Mast-Jaegermeister UK, said: “The limited edition launch of Jägermeister Spice proved extremely popular with consumers, which is why we’re pleased to introduce it as a permanent offering alongside Jägermeister original.
“With Jägermeister original reaching the number two ranking in the on-trade spirits market, now is the right time to invest further in Jägermeister Spice, a product which can attract both new and existing consumers to the category and help contribute to our continued growth.
“Like Jägermeister original, Spice is a versatile spirit that can be enjoyed neat over ice and used as an ingredient in cocktails and long drinks.
“Our UK brand ambassador has created a range of delicious, warming autumn/winter serves which can be made using the Jägermeister Spice-branded urns, created specifically to help drive trial.
“With the benefit of significant investment behind the brand, Spice will be a must-stock for licensees looking to capitalise on the crucial Christmas period.”
50ml Jägermeister Spice
25ml Fresh lemon juice or lime juice
25ml English breakfast tea
12.5ml Sugar syrup
50ml Orange juice (pasteurised or concentrated)
Brew the tea and remove the tea bags. Add the other ingredients and stir well. Garnish with orange and lemon zest and a cinnamon stick
50ml Jagermeister Spice
100ml Mulled wine mix
Combine ingredients and garnish with lime, lemon, orange zest and a cinnamon stick.