Jägermeister unveils ‘most significant’ change

Jägermeister has unveiled a new “modern” bottle design – the herbal liqueur brand’s “most significant” change since its recipe was created by the Mast family more than 80 years ago.

German herbal liqueur brand Jägermeister has unveiled a new “modern” look

The German brand now features a new bottle shape and revamped label artwork with a “more life-like” stag against a background of forest imagery and an emphasis on the word ‘craft’.

Jägermeister said the redesign is part of its aim to educate consumers about its production processes. As such, the number 56 has been emboldened to reflect the number of botanicals used to make the liqueur.

The brand now has an elongated and more angular shape, along with a “quality enhanced cap” that displays the signature of its founder Curt Mast and the ‘since 1878’ tag.

“Whilst our recipe hasn’t changed in over 80 years, Jägermeister’s usage has and, so in turn, has our brand positioning,” said Nicole Goodwin, marketing director at Mast-Jaegermeister UK. “This evolution of the bottle now better reflects what Jägermeister is; a family owned, premium, well-crafted spirit with years of history.

“This move marks a milestone for Jägermeister as we continue to engage with an audience who appreciate quality brands with provenance. The new bottle will enhance the work we’re doing with the trade to better communicate Jägermeister’s story, and importantly, drive further awareness of its versatility.

“The bottle may be changing, but the unique flavours behind the spirit will remain the same, ensuring consumers experience the same quality Jägermeister since Curt’s creation more than 80 years ago.”

The new bottle design will first launch in the UK from August, followed by Germany and the US ahead of other international markets until the start of 2017.

Jägermeister reported moderate single-digit sales growth in 2015, continuing the “successful international expansion” of its business.