Jägermeister enters super-premium market with ManifestBy Annie Hayes
Mast-Jägermeister has launched Manifest, the first super-premium line-extension in its 80-year history, which is “designed to appeal to the more discerning drinker”.
Pipped as the “world’s first” super-premium herbal liqueur, Manifest is based on the brand’s original recipe of 56 herbs, roots and spices, but contains additional botanicals and and is made using five macerates rather than four.
The spirit is crafted using a ‘two-fold’ maturation process and is double-barrelled matured in both small and large oak casks for more than one year to intensify the flavour.
The liquid offers notes of “rich oak, sweet aniseed and dried fruit”, finishing with “subtle spices and vanilla elements”, and is presented in a clear bottle featuring a hand-applied bronze Jägermeister stag emblem.
“Jägermeister Manifest not only reflects our leadership in herbal craft and our investment in the growing premium spirits category, it also signifies a shift in perceptions of the Jägermeister brand,” said Nicole Goodwin, marketing director, Mast-Jaegermeister UK.
“In recent years, we have focused on developing close-working, long term relationships with the UK’s top bartenders and trade partners to tap into the huge opportunity the herbal liqueur market represents.
“Jägermeister Manifest brings something original to market whilst embracing Jägermeister’s core values which is to provide versatility, quality and craft to the spirits world.”
Bottled at the higher abv of 38%, the suggested serve for Manifest is neat and slightly chilled – between six and eight degrees – or in a cocktail. At a launch event in London on Tuesday (28 February), UK brand ambassador Florian Beuren served guests The Companion cocktail, which comprised Jägermeister Manifest, early grey and Assam tea syrup, orange bitters, cherry Marmalade and a pine sprig garnish.
“Having cemented our relationship with frontrunners in the bartending world with Jägermeister original, it feels now is the perfect time for a trusted brand like Jägermeister to launch a brand new super-premium offering,” Goodwin added.
“We expect Manifest will not only appeal to new consumers who are looking for fine, quality spirits they can appreciate and savour, but also to existing Jägermeister fans who trust the brand and want to try something unique.”
As well as the UK and Germany, Manifest will be supplied to the following markets: Austria, Denmark, Finland, France, Hungary, Netherlands, Norway, Spain and Sweden.
The guide price is €29.99 per bottle in travel retail.
On-trade licensees looking to stock the liqueur in the UK should contact Gerry’s Wines and Spirits in Soho, London or the Mast-Jägermeister UK customer service team.