Mast-Jaegermeister UK has announced the launch of Jägermeister Cold Brew Coffee in the UK, available from September across the on- and off-trade nationwide.
The new addition fuses the classic Jägermeister recipe of 56 herbs and spices with cold-brewed Arabica coffee and just a hint of cacao, to create a new Jägermeister ice cold shot experience, with a barista touch.
“We’ve been developing Jägermeister Cold Brew Coffee behind the scenes for a number of years, working alongside expert baristas, roasters and barmen through many iterations to create a perfectly balanced fusion of original Jägermeister,” said Tim Hawley, UK innovation controller at the firm.
“Jägermeister Cold Brew Coffee has an intricate coffee flavour profile complemented by the classic Jägermeister taste – served perfectly as an ice-cold shot.”
The launch, part of the global line extension for the brand, will be supported with a heavy-weight, bespoke £2.5 million marketing campaign including national advertising.
The ‘New Mix New Beat’ campaign leverages the brand’s credentials in music while reinforcing Jägermeister’s shot positioning, and will air across both out of home and digital channels.
“We’re committed to a wide-scale launch and look forward to supporting our partners in the on- and off-trade, particularly in the run up to the crucial Christmas and New Year trading period when consumers are at their most experimental best with 47 percent more likely to try new drinks over Christmas and the New Year,” said Nicole Goodwin, marketing director at Mast-Jaegermeister UK.
Jägermeister Cold Brew Coffee (50cl) has an RSP £18 and an ABV 33%.