Jägermeister Spice to sweeten up Christmas in UK

Mast-Jägermeister has launched its first ever line extension, Jägermeister Spice, in the UK to capitalize on the Christmas market.

The 25% abv cinnamon and vanilla-flavoured herbal liqueur is being rolled out to wholesale outlets and the on-trade in the UK, following a “successful” trial in the US and Germany this year.

As the third-largest spirit in the UK, Jägermeister expects its new Spice expression to tap into growing interest in speciality spirits as well as the £800m shot category (CGA).

Nicole Goodwin, marketing director, Mast-Jaegermeister UK, said: “We’ve watched how Jägermeister Spice has performed in the USA and Germany, and now that we have a dedicated UK subsidiary and the key Christmas party season is nearing, we felt it was the perfect time to bring it to UK consumers.

“The new launch will add to Jägermeister’s momentum and continue to drive growth in the spirits category, something that Jägermeister has been doing for the last few years.”

The brand, which is most commonly drunk in a Jägerbomb with Red Bull, but is being promoted by its owner as a cold shot, sold 489,000 cases in the UK in 2013, generating £277m.

Jägermeister Spice, which has a “smooth and warm” flavor with a hint of spice, is recommended served neat over ice, with cola as a Black Spice, or In cocktails.

“The continued growth of the speciality spirits sector has given consumers more choice and as such they are becoming more experimental and looking to extend their drinking repertoires with new and exciting drinks,” added Goodwin. “Jägermeister Spice taps into this trend and provides the high quality, complex taste profile that these consumers are seeking.”