Distributor Cellar Trends declined to give an exact figure it was pumping into the brand, but said it was a “multi-million pound” spend, well in excess of the £3m it invested this year.
It is hoping the move will shift the brand away from its reliance on Jägerbomb serves (Jägermeister and Red Bull) and encourage drinkers to order the herbal liqueur as a shot in its own right.
Currently 90% of Jägermeister is sold as part of a Jägerbomb.
“We are conscious that at some point Jägerbombs won’t be as fashionable as they are now so we want to drive growth of the brand away from that, as well as moving it into new, less high tempo, drinking occasions and encouraging people to bar call for it,” said group marketing manager Nicole Goodwin.
The campaign, with the new slogan Jägermeister, It Runs Deep, will target 25 to 35-year-old men and launch with an outdoor poster campaign in cities across the UK, as well as digital activity on social media sites and press ads.
The brand’s first TV ad is also in the pipeline for February next year, along with a cinema campaign.
“We’ll also be continuing our on-trade activity next year, driving ice-cold shot serves in venues around the country, using our Jägerettes and Jägerdudes teams,” said Goodwin.