Spirits brand Jägermeister is aiming to reduce its reliance on the student favourite ‘Jäger-bomb’ serve with its biggest-ever UK marketing push.

Interest in and sales of the spirit, which was launched in the UK in 2002, have exploded in the past few years thanks to the growing popularity of the ‘Jäger-bomb’ - a shot of Jägermeister drunk with Red Bull.

The serve has helped drive a 21.8% in value sales and 16.6% hike in volume [Nielsen 52 w/e 13 October 2012]. But distributor Cellar Trends now wants to encourage it to be drunk as an ice-cold shot. From Monday (26 November), it is kicking off a print, outdoor and online campaign with the straps ‘Give it a Shot’ and ‘Deep Freeze’.