A perfect serve may not benefit leading drinks brands

By Noli Dinkovski

- Last updated on GMT

Related tags: Brand, Brand management

'Jagermeister and Red Bull could benefit from offering more flexibility in their serve', suggests Noli Dinkovski
'Jagermeister and Red Bull could benefit from offering more flexibility in their serve', suggests Noli Dinkovski
It’s interesting that Jägermeister and Red Bull, two of the greatest on-trade success stories of recent years, are both emphasising the importance of a perfect serve in their campaigns.

Jägermeister is taking its association with live music to a whole new level this summer. Yet distributor Cellar Trends still finds the time to stress the importance of having the spirit stocked in a freezer.

Personally, I can’t see that being practical in a busy bar environment. I’m sure, however, if it was at least kept in the fridge rather than just on the back-bar that would at least be viewed as progress.

Red Bull, meanwhile, believes its perfect serve is fundamental to the ongoing success of the brand. Customers, it says, should receive a full cold can, open but not poured. But, similarly, I would suggest such presentation, while understandable, isn’t always ideal.

Customers buying large rounds don’t want to receive twice as many items as they were expecting to hold, and I can’t see bars full of near-empty cans of Red Bull being particularly attractive.

The success of Jägermeister and Red Bull has been down to careful brand building, superb marketing tactics, and flexibility in the way they can be drunk.

But it might be nice to offer more flexibility when it comes to service as well.

Related topics: Training

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