The launch sees the classic Jägermeister recipe of 56 herbs and spices fused with cold-brewed Arabica coffee and a hint of cacao to create a new Jägermeister ice cold shot experience, with a barista touch. This is a global line extension for the brand, which is also launching in the US in the coming months.
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.”
Jägermeister Cold Brew Coffee is being supported with a 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.
Jägermeister Cold Brew Coffee (50cl) has an RSP £18 and 33% ABV.
