Jägermeister gets amped with new Cold Brew Coffee expression

Kate Malczewski

Kate Malczewski

10 September 2019

We know what you've been thinking: 'I wish there was a way I could make my Jagerbombs even more caffeinated!' And now, with the launch of Mast-Jaegermeister UK's latest expression, Jägermeister Cold Brew Coffee, your prayers have been answered.

The new liqueur uses the classic Jägermeister recipe of 56 herbs and spices as its base, then adds cold-brewed arabica coffee and cacao to the mix to give it an extra jolt. 

'We’ve been developing Jägermeister Cold Brew Coffee behind the scenes for a number of years, working alongside expert baristas, roasters and barmen through many iterations to create a perfectly balanced fusion of original Jägermeister,' commented Tim Hawley, the brand's UK innovation controller.

Like its flagship product, Jägermeister Cold Brew Coffee is recommended to be served as a shot straight from the freezer or from a Jägermeister tap machine – though we foresee some Espresso Martini variations on the horizon, as well. 

To accompany the launch, Mast-Jaegermeister UK has funnelled £2.5m into a marketing campaign with national advertising that '[reinforces] Jägermeister’s shot positioning'. It's set to reach 50.3% of 18-34 year old consumers.

'Jägermeister continues to be a key ingredient for 18-34 year olds' best nights out and with Jägermeister Cold Brew Coffee we stay true to our progressive nature, always look at introducing new ways to help consumers discover and enjoy the brand,' said Nicole Goodwin, marketing director at Mast-Jaegermeister UK.

'We’re committed to a wide-scale launch and look forward to supporting our partners in the on- and off-trade, particularly in the run up to the crucial Christmas and New Year trading period when consumers are at their most experimental, with 47% more likely to try new drinks over Christmas and the New Year.'

33% abv, RRP £18/50cl, Mast-Jaegermeister UK

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