Jägermeister adds Spice to core UK range

Jägermeister will roll out its first ever brand extension, Jägermeister Spice, across the UK on a permanent basis following a “successful” trial launch last year.

Jägermeister Spice has been added to Mast-Jägermeister UK’s portfolio on a permanent basis

Jägermeister Spice, a blend of Jägermeister’s traditional herbal liqueur recipe with additional vanilla and cinnamon, first hit shelves in the UK last year after its initial launch in the US and Germany.

The variant has now been permanently added to Jägermeister’s dedicated in-house distribution arm, Mast-Jägermeister UK, after a trial run among groups including Stonegate Pub Company, Novus Leisure and Mitchells & Butlers.

To accompany the permanent launch of Jägermeister Spice in the UK, the group has unveiled a six-figure marketing campaign.

“The limited edition launch of Jägermeister Spice proved extremely popular with consumers, which is why we’re pleased to introduce it as a permanent offering alongside Jägermeister original,” said Nicole Goodwin, marketing director of Mast-Jägermeister UK.

“With Jägermeister original reaching the number two ranking in the on-trade spirits market, now is the right time to invest further in Jägermeister Spice, a product which can attract both new and existing consumers to the category and help contribute to our continued growth.”

Jägermeister has created a series of series of autumn/winter serves for Jägermeister Spice that can be made using Jägermeister Spice branded Urns.

Mast-Jägermeister UK launched in April last year, marking the first time the brand had set up a dedicated distribution subsidiary for a specific market outside of its homeland.