Mast-Jaegermeister looks to spice up the spirits market with the roll out of Jägermeister Spice, the brand’s first permanent line extension in the UK.
This follows a successful trial in 2014 which saw the limited-edition become one of the top Christmas NPD launches and helped the specialist spirit achieve a 28% increase in off-trade brand penetration.
To further drive awareness of Jägermeister Spice, Mast-Jaegermeister has launched a six figure marketing campaign including out of home advertising, a social media campaign, sampling activity, and bottle neck collars with information on Jägermeister Spice signature serves to encourage consumer trial at home.
Crafted by the traditional methods used to create the original, Jägermeister Spice is made from the same secret recipe of 56 hand selected herbs, blossoms, roots and fruits combined with enhanced cinnamon and vanilla notes. With an abv of 25%, Jägermeister Spice provides a “smooth and warm taste profile with a spicy flavour” – albeit one that is still Jägermeister, and aims to tap into ever-changing consumer tastes and the need for versatile spirits for alternative serves.
Nicole Goodwin, Marketing Director, Mast-Jaegermeister UK commented: “Consumers seek out new, exciting brands and interesting ways to enjoy premium spirits, and like Jägermeister original, Jägermeister Spice taps into this trend. We saw over a quarter of the limited edition Jägermeister Spice stock sell through within a 12-week period and we’re expecting even better results in the run up to the key Christmas period considering the investment behind the brand.”