Jägermeister ‘premiumises’ with Manifest

By Nicholas Robinson contact

- Last updated on GMT

Discerning drinkers: more botanicals and double-ageing in Manifest
Discerning drinkers: more botanicals and double-ageing in Manifest

Related tags: Alcoholic beverage

Jägerbomb this and you’ll be in serious trouble because the launch of Jägermeister’s first super-premium herbal liqueur Manifest has been developed for the discerning drinker.

The brand, synonymous with shots and the famous Jägerbomb, has taken a bold step into the high-end spirits category with a product featuring extra botanicals (56 in total) that is aged twice in small and large oak casks for more than a year.

Available from this month (March), Manifest is exclusive to high-end pubs, bars, restaurants and clubs.

The new liqueur has a “unique” taste profile that remains familiar to the original, but has a higher ABV of 38%, compared with the 35% ABV of the current variant.

Best served neat
Jages text image
Manifest: serve neat and at a low temperature

Flavours include a robust mix of rich oak, sweet aniseed and dried fruit that give way to subtle spices and vanilla and is best served neat at between 6°C and 8°C, according to the brand.

Mast-Jaegermeister UK marketing director Nicole Goodwin said: “Jägermeister Manifest not only reflects our leadership in herbal craft and our investment in the growing premium spirits category, it also signifies a shift in perceptions of the Jägermeister brand.

“In recent years, we have focused on developing close-working, long-term relationships with the UK’s top bartenders and trade partners to tap into the huge opportunity the herbal liqueur market represents.

"Jägermeister Manifest brings something original to market while embracing Jägermeister’s core values, which is to provide versatility, quality and craft to the spirits world.”

Manifest will be targeted at new customers who drink high-end spirits, as well existing drinkers who want to try something new from the 80-year-old German brand.

Diversified its offer

In recent years, Jägermeister has diversified its offer to reach a wider customer base, which included a lower alcohol variant (25% ABV) called Jägermeister Spice​ that was aimed at female drinkers.

The brand also tied-up with Craft Beer Rising​ in 2015 to tap into craft beer drinkers and offer pubs advice on how to drive sales of spirits.

More recently, Jägermeister launched a series of cocktails to develop the brand’s reputation as a long drink, which include the Route 56: 25ml Jägermeister, topped with ginger beer, fresh lime and a slice of cucumber served over ice.

Earlier this year, it collaborated with Funkin and Be At One to create a specialist drink for the cocktail chain called the Jäger Mega Drive, made using Funkin Pro Beetroot Shrub Syrup, Jägermeister, Chambord and blueberry jam.

Related topics: Spirits & Cocktails, Spirits

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