Jägermeister aims at craft beer fans

By Robyn Black contact

- Last updated on GMT

Related tags: Craft beer

Jagermeister at Craft Beer Rising
Jägermeister will be the official “boilermaker” for the upcoming Craft Beer London festival, due to take place next week (19th to 22nd February).

The company said it hoped its presence at the event would demonstrate how pubs and bars can drive incremental sales with the right spirits offer.

“Jägermeister has identified a huge category opportunity for shot spirits across the trade,” explained Jonathan Dennys, customer marketing & insights controller at Mast-Jägermeister UK.

“The craft beer market is well placed to take advantage of this offering as their consumers show a thirst for knowledge and a willingness to experiment with their drinks and serves.”

The company says research shows that every 1% increase in the shots category is worth £58.5m ​in the on-trade.

The brand will have a stand at the event, which is taking place at the Old Truman Brewery on Brick Lane in London, where it will be showcasing its "Deer & a Beer" serve as well as Jägermeister cocktails such Root 56 (Jägermeister & ginger beer).

Simon Dehany of Craft Beer Rising said: “We’re delighted to have Jägermeister on board as our spirit partner. As a unique and original spirit, Jägermeister is the perfect brand to accompany a craft beer. The insight from Jägermeister’s Give it a Shot initiative can really benefit our trade visitors and help them tap into the ever-growing popularity of craft beers.”

Related topics: Spirits & Cocktails, Beer

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