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Mast-Jägermeister sales rise by 22.5% in 2021

German spirits company Mast-Jägermeister achieved record sales in 2021 after reaching 8.7 million nine-litre cases.

Jägermeister posted double-digit growth in 2021

By Nicola Carruthers

Mast-Jägermeister increased its sales by 22.5%, following a decline in 2020 due to Covid-19 restrictions in the on-trade.

In 2020, herbal liqueur Jägermeister reported an 18.2% decrease to 7m cases, according to Brand Champions 2021 data. The brand hit 8.5m nine-litre cases in 2019.

The company said its namesake liqueur saw ‘rising demand’ in all regions across the world last year, despite pandemic-related restraints.

Mast-Jägermeister singled out Latin America, the Middle East and African and Eastern European markets as areas that showed ‘robust growth’.

Michael Volke, CEO of Mast-Jägermeister, said: “The pandemic has resulted in very diverse effects on our global business worldwide. We responded quickly and adapted our marketing concepts to the market conditions we saw.

“The biggest factors behind our performance were our balanced global presence, the close teamwork with our global distribution partners and, last but not least, our exceptionally adaptable and committed employees.”

Last month, Mast-Jägermeister gained a stake in Teremana Tequila, the brand co-founded by actor Dwayne ‘The Rock’ Johnson. The brand is said to be the most successful new spirit launch in US history, with more than 640,000 nine-litre cases sold in 2021.

Mast-Jägermeister has served as Teremana’s exclusive distributor since its release in March 2020.

The company said the next steps for Teremana will include ‘strategic refinement and globalisation’.

Volke added: “It is an exhilarating opportunity for our company to add such a strong, dynamic brand to our portfolio.

“Teremana is an excellent addition to the Jägermeister brand family, and we look forward to leveraging our marketing prowess in the global spirits industry to expand the brand in the US and bring Teremana to key markets worldwide.”

The firm’s outlook for the current fiscal year remains cautious due to Russia’s invasion of Ukraine, affecting the firm’s “plans and expectations”, Volke said.

Mast-Jägermeister confirmed it had suspended its business in Russia and Belarus.

Volke commented: “In addition to direct market risks, there are significant unknowns arising from still-unquantifiable effects on global procurement and demand.”

Volke added that the company would focus on helping those affected by the war, including providing funds to support aid organisations and its distribution partner in Ukraine.

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