‘Real opportunities’ for Jägermeister in Northern Ireland
Jägermeister has partnered with Richmond Marketing to increase its Northern Ireland footprint.
Jägermeister first entered a partnership with Richmond Marketing for the Republic of Ireland in 2023, in which the brand delivered ‘strong commercial growth, expanded distribution and increased visibility across the on and off trade’ during the period.
Richmond Marketing will now oversee the German herbal liqueur brand’s operations in Northern Ireland including distribution and brand development, which will be managed from the distributor’s office in Belfast.
The relationship includes increased investment in local sales, customer relationships, trade activation, and brand development activity across hospitality and retail sectors.
Richmond Marketing operates Ireland’s largest independent field sales team.
Barry Connolly, managing director of Richmond Marketing, said: “We are delighted to extend our partnership with Jägermeister into Northern Ireland and to support the continued growth of such an iconic premium brand.
“Our Belfast team has built strong relationships across the hospitality and retail sectors, and we see real opportunities to further grow the brand through local market investment, customer engagement and impactful activation activity across the region.”
Citing Nielsen data for the year ending 22 March 2026, Jägermeister claims to be the number one spirit in Ireland’s ‘other spirits’ category in the off-trade.
The brand is said to have performed strongly among young adults in nightlife and festival spaces, as well as through music-led partnerships.
Important market
Last October, Jägermeister hosted an event in Dublin for its Save the Night platform, which welcomed 550 attendees. The platform celebrates and supports independent local artists, while championing late-night culture.
The brand will host more events across Ireland in 2026.
Jörg Staege, area director Western Europe of Mast-Jägermeister, said: “Northern Ireland is an important market for the Jägermeister brand and expanding our partnership with Richmond Marketing is a natural next step in our strategy across the island of Ireland.
“Richmond Marketing has delivered strong results for the brand in the Republic of Ireland over the past three years, and we are confident this expanded partnership will help us further strengthen our presence, customer support and brand development activity across Northern Ireland.”
Jägermeister is the world’s second-biggest speciality spirit according to the Brand Champions 2026 report. It sold 9.2 million nine-litre cases in 2025.
Last March, the brand’s parent company Mast-Jägermeister unveiled Jägermeister Orange, which went on to sell more than five million bottles by March 2026.
Mast-Jägermeister also opened a €17.6m barrel storage site in April to support additional production capacity for the brand.
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