Jägerbomb inspires growth of bomb serve
Britain’s love of the ‘bomb’ drink serve is growing strong thanks to a recent swarm of variations of the classic Jägerbomb.
The ‘bomb’ is becoming increasingly popular in the UKThe serve – a shot of Jägermeister submerged in a larger glass of Red Bull – is so popular in the UK that 66% of bars and 50% of pubs now offer the drink as part of their repertoire.
With over a third of outlets now serving bombs, sales have risen by 9% year-on-year according to a recent report by CGA Strategy.
The bomb’s growth is partly down to the wide number of variations now available to consumers, cinluding the Glitterbomb (Goldschlager and Red Bull) and the Skittlebomb (Cointreau and Red Bull).
According to CGA’s Mixed Drinks report, over 90% of consumers aged 18-24-years-old have ordered a bomb on at least one night out, with a third ordering the drink in the last week.
Alex Eyre, author of the CGA Mixed Drinks report, said the serve’s strongest appeal is its social aspect, with 42% of respondents buying bombs for the social experience.
“Energy bombs can bring consumers of all ages and backgrounds together in a diverse range of social settings, whether on big nights out, at weddings or at the office party,” she said.
“In recent years we’ve seen a shift in how people use the on trade, from habitual visits to an occasion-driven model, where people visit pubs and bars with a specific objective in mind – and that objective usually has a social dimension. As a result we’re seeing a rise in popularity of serves that meet that social imperative.
“Shared serve cocktails are one beneficiary and bombs, which have a real social ritual attached, are another.”
Despite the popularity of the bomb, Jägermeister recently revealed plans to disassociate itself with the serve that it claims it never backed, focusing instead on serving the herbal liqueur as an ice-cold shot.
The serve has grown so much in popularity that specially-designed magnetic glassware (powerbomber.com) has been created that keeps the shot glass stuck to the bottom of the larger glass when the drink is being consumed.
