Mast-Jaegermeister UK has announced the launch of Jägermeister Cold Brew Coffee in the UK, available from September across the on- and off-trade nationwide. This is a global line extension for the brand, which is also launching in the USA in the coming months.
The innovation sees the classic Jägermeister recipe of 56 herbs and spices expertly fused with cold-brewed Arabica coffee and just a hint of cacao to create a new Jägermeister ice cold shot experience, with a barista touch.
Jägermeister Cold Brew Coffee is being supported with a heavy-weight, bespoke £2.5M marketing campaign including national advertising. The ‘New Mix New Beat’ campaign leverages the brand’s credentials in music while reinforcing Jägermeister’s shot positioning. It will air across both out of home and digital channels, reaching 50.3% of 18-34 year old consumers.
The newest addition to the Mast-Jaegermeister UK portfolio is best enjoyed as an ice-cold shot, served at -18 degrees from the freezer or a Jägermeister tap machine.
UK Innovation Controller, Tim Hawley, says: “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 adds: “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 look 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 over Christmas and the New Year.”
Ben Ko-Nkengmo, Category Manager, Heineken and Star Pubs, says: “We were attracted to the new Jägermeister cold brew due to its on trend flavour profile and versatility. Cold brew has brought an exciting new twist to one of our biggest selling spirits, and we look forward to continuing our great relationship with Mast-Jaegermeister during the launch of this fantastic new expression.”
Wolfgang Moeller, Vice President Global Brand Marketing at Mast-Jaegermeister SE, says: “Jägermeister Cold Brew Coffee fits seamlessly into our product portfolio. This new product will strengthen our position as the world’s leading liqueur brand. We are combining tradition and innovation, while reinforcing our status as the number one shot brand in the world.”
Jägermeister Cold Brew Coffee (50cl) has an RSP £18 and an ABV 33%.
* CGA Christmas Report 2017