Jägermeister releases shot glass pack

Herbal liqueur Jägermeister is tapping into the UK’s shot culture with a new limited edition off-trade pack that comes complete with two shot glasses.

The German brand is targeting revellers with the pack ahead of Halloween and Christmas, which are available from supermarket Sainsbury’s from October and will also be rolled out to Tesco stores in the coming months. It has an RRP of £18 (US$24). Each pack includes a 700ml bottle of Jägermeister and two green shot glasses. The brand is encouraging consumers to freeze the bottle and shot glasses to ensure the liquid is served “at its best” at -18oC from a freezer. Giles Mountford, trade marketing manager, said: “Jägermeister has always been a product to enjoy with friends at an ice-cold temperature, and this limited edition pack will entice customers to stock up for the night when house parties are in full swing.”