Jägermeister is to launch a series of limited-edition bottles to coincide with the World Cup, each emblazoned with flags from different footballing nations.
There will be 35,000 70cl special bottles available across the on-trade from June, including free-trade and managed outlets, as well as 80,000 in the off-trade.
They will feature the flags of England, France, Brazil, Germany, Argentina and Spain, encouraging consumers to get behind their team and celebrate the 2018 summer of sport.
The launch follows a successful on-trade trial coinciding with the 2018 Six Nations rugby championships in February. All outlets merchandising the limited-edition bottles experienced a boost in sales, with some seeing an increase to 30%.
This summer will also see the return of Jägermeister’s “Jägerettes” floor staff wearing their distinctive Jägermeister uniforms. Starting with the main football matches, the Jägerettes will be providing the perfect serve of ice-cold shots straight to table and taking the pressure off the bar staff in key venues across the UK.
The Jägermeister field sales force will support the implementation of the floor selling programme as well as the limited-edition flag bottles in outlets nationwide.
Jonathan Dennys, customer marketing and insights controller at Mast-Jaegermeister UK, said:
“Jägermeister is often associated with big occasions and with this summer being packed with major sporting events it is the perfect time to get together with friends for that ‘Jägermeister moment’ whether at home or in-venue.
“It is an opportunity for Jägermeister to be put at the fore of this summer’s offering and for both on- and off-trade to think beyond the typical category sales of beer and cider and consider spirit brands like Jägermeister which can offer huge prospects to drive incremental sales.”