Jägermeister celebrates ‘hot and spicy’ side with Scharf

May 28, 2019by Owen Bellwood

Jägermeister has extended its range with the launch of a new expression that showcases the “hot and spicy” side of the German herbal liqueur.

Jägermeister Scharf, which means 'hot' or 'spicy' in German, is said to be a “new interpretation” of the classic herbal liqueur bottling with a “more intense ginger flavour”. Michael Volke, CEO of Mast-Jägermeister, said: “Jägermeister Scharf will enable us to further strengthen our position as the most successful and innovative international shot brand while also highlighting Jägermeister’s one-of-a-kind character.” “Once again, our brand embodies the value of tradition, while also daring to be different and having the courage to rewrite the rules with Jägermeister Scharf.” Bottled at 33% abv and made with the same blend of 56 botanicals as the original Jägermeister, Scharf has its “hot headnote” intensified with additional ginger and galangal. Sebastian Koenen, project lead in global innovation and design at Mast-Jägermeister, said: “We are loyal to our roots, but as the world’s leading herbal liqueur manufacturer we also want to keep innovating for our consumers with new taste experiences and designs for our products as well as fresh new communications.” Jägermeister Scharf is available in the on- and off-trade in select European markets now, and will also launch in Latin America at the end of 2019. Scharf is the latest innovation from the German liqueur brand, which recently unveiled a new Coolpack bottle design that was inspired by freezer ice packs.