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Mast-Jägermeister US Unveils Jägermeister Cold Brew Coffee, A New Coffee Liqueur Extension

September 3, 2019

Mast-Jägermeister US today unveils Jägermeister Cold Brew Coffee, the company’s latest innovation, which is set to launch nationally in January. The liqueur is made with a base of Jägermeister blended with flavors of Arabica coffee and cacao. It targets the shot occasion, aiming to attract brand loyalists as well as coffee fans. The 33% abv release will retail in the U.S. at around $25 a 750-ml. and $33 a liter. Jägermeister Cold Brew Coffee also will be available in the U.K., with select travel retail markets to follow.

“We wanted to recruit a new generation of drinkers, and knew we had to create a liqueur to be enjoyed across numerous occasions,” said Mast-Jägermeister US’s CMO Chris Peddy. Director of innovation Jack Carson called it a natural idea, as Jägermeister and coffee already are a common pairing among fans.

The new release will cap a period of innovation for the brand, with CEO Jeff Popkin pointing to recent releases Mini Meisters, Coolpack, and Manifest as areas of success. The Coolpacks have performed particularly well, especially in national retail accounts. “The take rate has been excellent,” says Popkin. “The 375-ml. business is doing very well.”

Though volume growth in the U.S. remains challenging, Jägermeister has seen its value grow as the brand reasserts itself in the on-premise with Southern Glazer’s curating distribution. “We’re seeing the stabilization come,” says Popkin. “Depletions are difficult to look at, because we changed networks, coming into Southern Glazer’s.”

Impact Databank has Jägermeister at 1.54 million cases in the U.S. for 2018 (-7%), but in IRI channels for the 32 weeks ended August 11 of this year, volume has stabilized. “Value is up,” says Popkin. “It was also up in 2018, so we’re approaching a two year stretch of value growth.” He notes that the brand took a 5% price increase in 2018. Through 2019, Jägermeister’s value was up 3.4% in Nielsen channels.

In the year and half since Jägermeister aligned with Southern Glazer’s across the U.S., Mast-Jägermeister has worked to improve its route to market and sales potential by increasing control over brand messaging and boosting investment in its sales and marketing force. Popkin remains upbeat about Jägermeister’s future, and points to improvement within the target 21-39 demographic. In the first quarter of this year, brand consideration and consumption improved, while brand rejection reached a two-year low, he adds.—Shane English

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