Mast-Jaegermeister UK has announced the launch of its latest brand extension: Jägermeister Cold Brew Coffee.
The alcoholic cold brew coffee drink sees the classic Jägermeister recipe of 56 herbs and spices fused with cold-brewed Arabica coffee and a hint of cacao.
Jägermeister Cold Brew Coffee (33% ABV) is designed to be enjoyed as an ice-cold shot, served at -18 degrees from the freezer or a Jägermeister tap machine.
The launch is being supported with a £2.5M marketing campaign called the ‘New Mix New Beat’, which leverages the brand’s credentials in music while reinforcing Jägermeister’s shot positioning.
UK innovation controller Tim Hawley said: “We’ve been developing Jägermeister Cold Brew Coffee behind the scenes for a number of years, working alongside expert baristas, roasters and barmen through many iterations to create a perfectly balanced fusion of original Jägermeister.
“Jägermeister Cold Brew Coffee has an intricate coffee flavour profile complemented by the classic Jägermeister taste – served perfectly as an ice-cold shot.”
Nicole Goodwin, marketing director at Mast-Jaegermeister UK, added: “Jägermeister continues to be a key ingredient for 18-34 year olds’ best nights out, and with Jägermeister Cold Brew Coffee, we stay true to our progressive nature, always looking at introducing new ways to help consumers discover and enjoy the brand.
“We’re committed to a wide-scale launch and look forward to supporting our partners in the on and off-trade, particularly in the run up to the crucial Christmas and New Year trading period when consumers are at their most experimental with 47% more likely to try new drinks.”