New company to handle Jägermeister in the UK

jagermeisterA new company has been set up to market and distribute Jägermeister in the UK, run by an experienced team from the drinks industry.

Mast-Jägermeister UK, which will take over distribution from May 6, aims to build on the German herbal liqueur’s growth and position as the UK’s third best-selling spirit.

The new set-up marks the end of an era for the brand which has been distributed in the UK by drinks company Cellar Trends for the past 10 years. During that time, the UK has grown to become the third-biggest Jägermeister market in the world.

Parent company Mast-Jägermeister described the move as one of the most significant investments since it was created in Wolfenbüttel, north-east Germany over 100 years ago. It will be the first time a dedicated subsidiary for a specific market has been set up outside its homeland. In all other global territories, distribution is managed via a third-party partner.

The new company has been established by chief executive Guy Lawrence, who has over 20 year’ experience within the drinks industry, working on some of the world’s biggest brands including Bacardi, Guinness and Russian Standard. It will operate from new offices in Camberley, Surrey.

Guy said: “This is an exciting time for the brand and an important step for Jägermeister as we look to build on its popularity and success with a dedicated operation and talented team of industry experts.

“We acknowledge the hard work of Cellar Trends over the last decade which has seen Jägermeister become the UKs third best-selling spirit, and now we look forward to continuing this success in a new era.”

Mast-Jägermeister UK will focus on increasing distribution in key outlets relevant to its target audience of men aged 18 to 35. Having just launched its first-ever £4 million TV advertising campaign in the UK, the brand will continue to focus on increasing awareness of the preferred ice-cold serve and ongoing consumer brand support including sponsorship of major festivals and its long-standing Jäger music programme.

Employing 75 people, Mast-Jägermeister UK has recruited personnel from within the drinks industry as well bringing across members of the Jägermeister team at Cellar Trends.

Nicole Goodwin will move over from Cellar Trends for a bigger role as marketing director while other key hires include Aidan Wilday from Miller Brands as sales director, Rosarie Perry from Brown-Forman Beverages as head of finance and Jonathan Dennys as customer marketing and insight controller from Bacardi Brown-Forman Brands.

Guy added: “We’ve just launched our first-ever TV advertising campaign in the UK and we have big ambitions for the brand. We are continuing to invest in high-impact, stand-out activity that connects with our target audience, supports our trade partners and continues to ensure that Jägermeister remains relevant and focused as the iconic and influential premium spirit.”

Jägermeister is a unique herbal liqueur that was developed by Curt Mast from a secret recipe and launched in Germany 80 years ago. It is made using a secret blend of 56 different herbs, blossoms, roots and fruits from all over the world to a recipe that has not changed since it was first made.

Last orders into Cellar Trends will be at 1pm on May 1. Orders can be placed with Mast-Jägermeister UK by calling 020 3189 9501 or via email at

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