New bottle coming for Jägermeister to reflect history and quality


Jagermeister New Bottle shot

A new-look modern bottle is being introduced for Jägermeister, described as the brand’s most significant change since it was created by Curt Mast over 80 years ago.

It will have a new stylishly elongated and angular shape plus an updated label with new artwork designed to reflect the heritage and quality of the unique German herbal spirit.

The re-design is part of Jägermeister’s wider emphasis on educating consumers on the craft and process behind the spirit and will be supported in the UK by a £10m marketing spend throughout 2016.

The new bottle, which extends to the entire range of formats for original Jägermeister, will be first seen in the UK from August as part of a global roll-out until 2017.

The new bottle’s re-designed label features a more life-like stag, which is now back in its “natural woodland habitat”. It has a graduated green background and forest imagery to reflect the brand story, inspired by traditional hunters’ liqueurs and the legend of St Hubertus, the patron saint of hunters.

Other enhancements include new wording to emphasise the craft and mystery behind the spirit and the addition of a bold “56” – the number of botanicals used in the secret recipe for the production of Jägermeister which remains the same since the spirit was first created.

The new bottle has an enhanced cap which now displays Curt Mast’s signature and “since 1878” – the date that Curt’s father Wilhelm founded the business. These have been added to underline the history of the family-owned brand and the importance of staying true to the same Jägermeister ethos developed by the Mast family.

Nicole Goodwin, marketing director at Mast-Jaegermeister UK, said: “Whilst our recipe hasn’t changed in over 80 years, Jägermeister’s usage has and, so in turn, has our brand positioning. This evolution of the bottle now better reflects what Jägermeister is: a family-owned, premium, well-crafted spirit with years of history.

“This move marks a milestone for Jägermeister as we continue to engage with an audience who appreciate quality brands with provenance. The new bottle will enhance the work we’re doing with the trade to better communicate Jägermeister’s story, and importantly, drive further awareness of its versatility.

“The bottle may be changing, but the unique flavours behind the spirit will remain the same, ensuring consumers experience the same quality Jägermeister since Curt’s creation in more than 80 years ago.”

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