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Brand Profile: Spicing Things Up With Jägermeister

Posted on  | October 1, 2013   Bookmark and Share
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Jägermeister is the seventh largest premium spirits brand in the world. On October 1st, the brand unveiled its first-ever U.S. product extension, Jägermeister Spice. This limited availability release offers “a modern take on an iconic brand,” says Adam Rosen, Executive Vice President of Marketing for Jägermeister, Sidney Frank Importing Co.

Jägermeister Spice takes the ingredients found in the original Jägermeister recipe of 56 herbs, blooms, roots and fruits, and combines them with vanilla and cinnamon spices. Rosen says, “Like the original, Spice benefits from thoughtful ingredient sourcing from around the globe, a lengthy maceration process and no less than 383 quality checks.”

“Only 100,000 cases are available throughout the winter months,” says Rosen, but “Jägermeister Spice was made to be enjoyed year-round.” The extension should add to Jägermeister’s strong loyal fan base. “Spice provides both new drinkers and our longtime fans an innovative product that can be enjoyed in any setting.” The bottle at first looks familiar, with the strong, high-shoulder shape. But the label design is a different take from the original look, somewhat more modern and streamlined. The famous stag’s head is prominently placed, and the bottle depicts some of the ingredients that make Jägermeister Spice stand on its own.

There is a great deal of activation behind the launch of Jägermeister Spice. “It will be fully supported across media, sales promotion, events and social/digital,” Rosen says. Jägermeister Spice is 25% ABV, lower in alcohol than the original (35% ABV). Rosen advises, “Spice is best enjoyed neat or as a shot served at room temperature. Spice can also offer an unexpected layer to classic cocktail preparations and mixed drinks.”

It’s an exciting time for the iconic liqueur brand, and while there’s always room for innovation in this industry, Jägermeister has shown thoughtful consideration with the limited edition introduction of Spice.


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