Jägermeister first spirit to feature at Craft Beer Rising London

Speciality spirit Jägermeister is to become the first ever spirit brand to feature at the Craft Beer Rising Festival in London as the event’s official “boilermaker” partner.

Jägermeister has become the first spirit brand to feature at the Craft Beer Rising festival

Scheduled to take place from 19-22 February at the Old Truman Brewery on Brick Lane in East London, the German herbal spirit will use the weekend to show trade partners how they can “drive incremental sales with the right spirits offering”.

In addition, Jägermeister will showcase special serves including Deer & Beer, Root56 (made with ginger beer) and beer cocktails, while educating consumers on spirit and beer pairing.

Now in its third year, the Craft Beer Rising festival is the last event of London Beer Week comprising 70 breweries showcasing a total of 450 different beers.

“We are delighted to have Jägermeister on board as our first ever spirit partner,” said Simon Dehany of craft Beer Rising Festival. “As a unique and original spirit, Jägermeister is the perfect brand to accompany a craft beer.

“The insight from Jägermeister’s Give it s Shot initiative can really benefit our trade visitors and help them tap into the ever-growing popularity of craft beers.”

Last year Jägermeister became “the first” brand to draw attention to the shot category for the on- and off-trade through its Give it a Shot initiative, aimed at changing the way licensees and retailers perceive the shot market in order to increase sales and drive growth.

According to Jägermeister, the off-trade shot market harbours a £224 million opportunity for retailers, especially within the 18-24-years-old age category who drink before a night out.

In the on-trade, every 1% increase in the shots category is worth £58.5m.

In addition, research by Jägermeister 43% of consumers have not decided what they want to drink by the time they reach the bar, making visibility key as 60% will not buy a product they cannot see.

“Jägermeister has identified a huge category opportunity for shot spirits across the trade,” said Jonathan Dennys, Mast- Jägermeister UK, customer marketing and insights controller. “The craft beer market is well placed to take advantage of this offering as their consumers show thirst for knowledge and a willingness to experiment with their drinks and serves.”