Jägermeister is launching its first UK TV ad campaign as it looks to build its off-trade presence.

The brand has invested £3m in an “epic” Icelandic surfing ad to build on last autumn’s It Runs Deep outdoor ad campaign. Targeting Jägermeister’s core 18 to 35-year-old male audience, the new ad will run across Sky Sports, Channel 4, and Sky Atlantic for eight weeks from 5 March and will also be shown in cinemas before action film 300: Rise of an Empire.

The move comes as UK distributor Cellar Trends ramps up activity to target the off-trade and impulse channel.

Total UK brand sales have grown 19.9% year on year to £289m, said Cellar Trends.

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