Jägermeister reignites ‘passing off’ programme

Jagermeister glasses

Jägermeister UK has announced a renewed push on its ‘passing off’ programme, pledging an ongoing commitment to protecting the Jägermeister trademark, distribution and positioning.

The brand have stepped up their efforts to educate the licensed trade about falsely selling other products as the herbal liqueur brand, in a bid to protect consumers from misrepresentation and confusion when ordering Jägermeister.

The programme will be supported with an advertising, social media and PR campaign running up to Christmas 2018.


As well as activity on the ground, a number of World and Figurative trademarks are registered, including Jägermeister, Jäger and Jäger Bomb, which the herbal liqueur actively safeguards.

By investing £9m in marketing its brand annually across OOH, print and digital advertising, sampling, POS, social media and PR campaigns, Jägermeister aims to defend its name and associated “stamp of excellence”.

Two recently converted outlets are the Box Bar & Club and Nico’s Café Bar on Sauchiehall Street, Glasgow. Both are city centre circuit bars and music venues with a predominately student clientele.

Having switched over from dual supply of herbal liqueur to exclusively Jägermeister, the bars have benefited from support from the brand, including implementation of Jägermeister single bottle tap machines, shot glass freezers and bespoke dual branded bar frontage to drive visibilty as well as staff incentives, resulting in a cash margin increase of over £12k.

Steven McColm, director of the Box Bar & Club and Nico’s Café Bar, said: “Our student clientele love Jägermeister so we are happy to oblige them with more consumption opportunities.

“Since the passing off review we have been really happy with our margin increase and will be continuing to explore ways to boost sales with Jägermeister.”

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