Jägermeister introduces new Spice variant to UK on-trade


jagermeister spice

A spicy new variant is to be introduced in the UK by Jägermeister – its first brand extension since its arrival in the UK.

Jägermeister Spice is made from the same recipe of 56 herbs, blossoms, roots and fruits combined with added cinnamon and vanilla, using the same traditional techniques as the original.

With an ABV of 25%, it provides a smooth and warm taste profile with a spicy flavour but retains many of the characteristics of Jägermeister herbal liqueur.

It will be available in selected wholesale outlets and on-trade partners including Stonegate Pub Company, Novus Leisure, Mitchells & Butlers, Spirit Pub Company and Young’s from October in time for the run-up to the key Christmas season.

Jägermeister Spice is designed to be drunk neat over ice, as a Black Spice served with cola or as an ingredient in cocktails. With a sweeter taste profile, the new variant is expected to appeal to and recruit new consumers to the Jägermeister stable.

Nicole Goodwin, marketing director at Mast-Jaegermeister UK, said: “This is another exciting first for Jägermeister in the UK. We’ve watched how Jägermeister Spice has performed in the USA and Germany, and now that we have a dedicated UK subsidiary and the key Christmas party season is nearing, we felt it was the perfect time to bring it to UK consumers.

“It has proved very popular amongst new consumers in these markets and we expect to see the same in the UK, as well as appealing to existing Jägermeister advocates.

“The new launch will add to Jägermeister’s momentum and continue to drive growth in the spirits category, something that Jägermeister has been doing for the last few years.

“The continued growth of the speciality spirits sector has given consumers more choice and as such they are becoming more experimental and looking to extend their drinking repertoires with new and exciting drinks.

“Jägermeister Spice taps into this trend and provides the high-quality, complex taste profile that these consumers are seeking.”

Jägermeister is the third-largest spirit brand in the UK on-trade, according to data from on-trade specialist CGA Strategy. In September, it launched the Give It A Shot initiative which provides advice and insight on how licensees can tap into the £800million shot market category.

The category management initiative aims to change the way outlets think about the shot market to make the most of an increasingly valuable profit opportunity, such as adding increased theatre at the bar and upselling consumers to premium brands.

The UK sales force will be developing bespoke solutions with their trade partners and communicating this new approach during visits to ensure licensees are maximising the sales opportunity the category represents.

Last year in the UK, 489,000 standard cases of Jägermeister were sold, according to IWSR figures. After taking off in Britain 12 years ago, the brand is worth £277million in the UK.

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