Jägermeister UK distribution moves in-house

Jägermeister has set up its own distribution arm in the UK, called Mast-Jägermeister UK, parting with previous distributor Cellar Trends after 10 years.

Jägermeister has launched its own distribution arm in the UK, parting ways with Cellar Trends

Mast-Jägermeister UK is the first time the brand has set up a dedicated subsidiary for a specific market outside of its homeland – in all other Jägermeister global territories distribution is managed via a third party partner.

The subsidiary will distribute the herbal liqueur solely in the UK, the brand’s third biggest and “most dynamic market”.

Described by Jägermeister as one of its “most significant investments” since its launch in Germany over 100 years ago, Mast-Jägermeister UK will operate from new offices in Camberley, Surrey.

Guy Lawrence, who has been appointed CEO of Mast-Jägermeister UK, said: “This is an exciting time for the brand and an important step for Jägermeister as we look to build on its popularity and success with a dedicated operation and talented team of industry experts.

“We acknowledge the hard work of Cellar Trends over the last decade which has seen Jägermeister become the UKs third best-selling spirit, and now we look forward to continuing this success in a new era.”

With a 75-strong team, Mast-Jägermeister UK intends to increase distribution in key outlets relevant to its target audience of 18-35-year-old men.

Some of the Cellar Trends team who previously worked with Jägermeister will move across to the new UK company.

It was announced in September last year that Jägermeister planned to move its UK distribution in-house after seeing “outstanding growth” in the country.

The distribution arm was initially created as a daughter company to Cellar Trends, called CTJM, but is now fully transferred to Jägermeister as Mast-Jägermeister UK.

The UK is one of the largest markets for Jägermeister, contributing 428,000 8.4-litre cases to its annual global volumes, which are up 18.9% year-on-year.

Jägermeister launched its first ever television commercial in the UK in February this year, encouraging consumers to take up its signature cold shot serve.