Source: Jägermeister

Jägermeister’s off-trade sales have fallen over the past two years

Mast-Jägermeister has unveiled a boozy cold brew coffee version of its eponymous liqueur.

Jägermeister Cold Brew Coffee (33% abv) fuses the drink with arabica coffee and cacao, and rolls out this month (rsp: £18/70cl).

The NPD had “an intricate coffee flavour profile complemented by the classic Jägermeister taste”, said the brand’s UK innovation controller Tim Hawley, and would be “served perfectly as an ice-cold shot”. 

Jägermeister is ploughing £2.5m into a national ad campaign for the launch, called ‘New Mix New Beat’, which “leverages the brand’s credentials in music while reinforcing Jägermeister’s shot positioning”.

“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,” added Mast-Jägermeister UK marketing director Nicole Goodwin. 

Yet the launch comes on the back of a year of declining off-trade sales for the longstanding shot brand. At the time of The Grocer’s Biggest Alcohol Brands report in April, volumes were down 13%, with value sales slumping by £3m to £22.7m [Nielsen 52 w/e 20 April 2019].