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Teremana Provides A New Growth Engine For Mast-Jägermeister U.S.

October 19, 2021

Mast-Jägermeister U.S. saw its namesake brand impacted significantly by the pandemic owing to its strong on-premise presence, but the company tells SND it’s seeing improvement amid an on-premise rebound this year. Meanwhile, Mast-Jägermeister has received a boost with the addition of Teremana Tequila to its portfolio, the brand co-founded by Dwayne “The Rock” Johnson and partners. Teremana ($28 a 750-ml.) was recently named Best New Spirits Product in Market Watch’s Leaders Choice Awards after depleting 230,000 cases in its 2020 launch year. This year, the brand is projected to reach a half-million cases.

The partnership has been an unqualified success for both Mast-Jägermeister U.S. and the Teremana team, according to Charles Littlefield, Jäger’s vice president of brand marketing, who said Teremana has seen increasing momentum throughout 2021. “The growth comes across all markets, with the Eastern markets of Florida and Georgia and control market of North Carolina particularly strong,” Littlefield told SND.

“Channel-wise, the off premise has been the primary driver to date due to the brand launching during Covid, while distribution continues to expand quickly in bars and restaurants throughout the country in line with local Covid recovery,” Littlefield noted, adding that there are no supply concerns at this time and that Teremana’s Añejo Tequila will begin to roll out on a state-by-state basis in November, with the plan being to reach national distribution by 2022.

Meanwhile, in an effort to further premiumize its range, Mast-Jägermeister U.S. has announced a new partnership with e-commerce player Speakeasy Co. to bring Jägermeister’s high-end Manifest offshoot direct to consumers. Previously focused on the on-premise with a limited retail presence, Manifest is now available through the brand’s website for $60 a 1-liter bottle.

Partnering with Speakeasy allows the brand to make three-tier compliant sales through its own digital footprint, instead of through a marketplace like Drizly or ReserveBar. “It allows us to use our social channels and make the consumer experience much more streamlined,” Littlefield explained.

Speakeasy’s edge in the e-commerce space, according to founder and CEO Josh Jacobs, is that its approach is tailored to each individual brand, facilitated through the brand’s website, and allows the brand to control the user experience and data. “Historically the only outlet that existed for suppliers to sell online was through a marketplace,” said Jacobs. “The Speakeasy Co. mission is to empower partners to own their growth.”

Outside the new push for Manifest, Littlefield said that 2021 has seen a solid on-premise rebound for Jägermeister, though still below 2019 levels. He pointed to the brand’s partnership with musician Post Malone, and said alternate packaging like 375-ml. Coolpacks and Mini Meisters were a boon for the brand last year, as consumers spent more time away from the bar. Meanwhile, Jägermeister Cold Brew Coffee is set to receive dedicated media support in addition to a new cocktail program looking ahead.—Shane English

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