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Jägermeister Aims For An On-Premise Boost With Manifest, Its New Upscale Line Extension

December 20, 2018

Mast-Jägermeister U.S. is undertaking a concerted push for its namesake brand, looking to tap into the increasingly trendy market for herbal and bitter liqueurs, while also rebuilding its presence as a go-to shot in the on-premise. Despite declining by 1.8% to 1.66 million cases last year, Jägermeister remains the second-largest liqueur brand in the U.S. market, behind DeKuyper. The brand was down 4.5% in IRI channels in the 52 weeks through December 2 and down 4% in control states year-to-date through October, but its marketers are aiming to restore momentum with a number of new initiatives.

Earlier this year saw the launch of Jägermeister Manifest, a super-premium extension of the flagship brand, in select on-premise accounts. The 38%-abv liqueur is created from a blend of 56 botanicals and five macerates and aged in used American and German oak barrels for over a year. Manifest is billed as a sippable variation on the core Jägermeister, and can be incorporated into cocktails such as an Old Fashioned.

“Premium liqueurs are having their moment within the spirits industry, and Manifest is a part of that move,” says Jeff Popkin, CEO of Mast-Jägermeister U.S. “It’s a huge moment for the brand and has given us an opportunity to share our production and quality story.” While it’s primarily targeting the on-premise, Jägermeister Manifest carries a suggested retail price of $60 a 750-ml.

Mast-Jägermeister U.S. is also investing in its flagship brand through its “Be the Meister” campaign. The $15 million marketing effort encompasses TV ads, digital activations, and a packaging revamp. “In 2019, we’ll be focusing on our Deer & Beer serve,” says Popkin. “Pairing Jägermeister alongside different types of beer can bring out different flavor notes.” He adds that the company is exploring partnerships with specific brewers and beer brands.

Meanwhile, the company has partnered with the National Hockey League to make Jägermeister the official shot of the NHL. The partnership includes team-branded bottles, on-ice ads, and stadium experiences around the brand. In addition, Jägermeister is expanding its local sponsorship program to include new NHL teams across the national market.

Jäger is also looking to create new occasions with its “Mini Meister” single-serve package, which comes in a pack of ten 20-ml. bottles and is targeted toward on-the-go occasions. Next summer Jägermeister will debut the Coolpack edition, which is shaped like an ice pack to remind consumers that the ideal serve is straight out of the freezer. The 375-ml. release will be compact and stackable.—Shane English

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