Jägermeister sales boosted by Eastern Europe
German herbal liqueur brand Jägermeister has reported double-digit sales growth in Eastern Europe for 2017, bolstered by the international expansion of its marketing and sales division.
Mast-Jägermeister, the parent company of Jägermeister, reported that nine-litre-case sales grew to 7.2 million last year, the equivalent of 92.4 individual 700ml bottle sales.
The company said its native German market “maintained its high sales”, while Eastern Europe showed “exceptionally dynamic” growth.
International markets outside of Germany counted for 80% of the brand’s total sales in 2017.
High-performing markets Russia, Czech Republic and Poland, and young markets Ukraine and Romania, recorded double-digit growth rates.
“We are seeing very exciting growth – with over 50% in the Asia-Pacific region and up to 16% in Latin America,” said Michael Volke, chairman of the executive board at Mast-Jägermeister SE. “We have also made great strides in creating a foundation for long-term growth in African countries.”
Mast-Jägermeister said that developments in other regions “further underpinned” the company’s international expansion strategy.
In Austria, the Netherlands and Scandinavian countries – the company’s “traditional” markets – the brand achieved “clear gains”. In global travel retail, the brand delivered double-digit growth.
In 2017, Jägermeister continued its expansion into new international markets, and is now represented in 135 countries around the world, up from 129 the previous year.
In recent years, Jägermeister has created subsidiaries in the US and Great Britain – two of the brand’s biggest markets – and assumed full marketing and sales responsibility for Jägermeister.
Last year, the company established a separate sales and marketing subsidiary with headquarters in Wolfenbüttel, Germany.
“As a global company, for us and for our future, it is essential that we create fully focused and comparable structures across our largest markets, geared towards best in class service for our consumers and our customers. Wolfenbüttel will continue to be our main location”, added Volke.
The company said it “remains cautious about predictions” for 2017 in the face of global uncertainty, but expects a “slight sales increase” in 2018 due to the “continued global development” of Jägermeister.