Sweeter, lower ABV Jägermeister goes for female crowd

By Jessica Mason

- Last updated on GMT

Related tags Law

New Jagermeister launched
The first new Jägermeister in 80 years is to hit UK pubs and bars this month.

Aimed at female drinkers the new Jägermeister Spice is made with cinnamon and vanilla and has been designed as a sweeter and more mixable version of the German liqueur.

It is also lower in alcohol than standard Jägermeister, at 25% ABV compared to 35% ABV.

“As a versatile spirit, Jägermeister Spice is designed to be drunk neat over ice, as a ‘black spice’ served with cola, or as a key ingredient within cocktails,” said UK marketing director Nicole Goodwin.

“With a sweeter taste profile, the new variant will appeal to, and recruit, new consumers to the Jägermeister stable, with trials in other markets showing a significant increase amongst female drinkers specifically,” she added.

A limited number of bottles are going out to the on-trade with PoS and bar staff training available to pubs to show them how to make some of the cocktails.

Confirmed stockists include Stonegate, Novus, Mitchells & Butlers, Spirit and Youngs, Goodwin confirmed.

Last month the UK arm of the company, Mast-Jägermeister UK, warned it would take legal action against pubs and clubs that “pass off” imitation versions of the brand to customers who believe they are buying the real thing.

Related topics Beer

Related news

Show more