Jägermeister unveils Cold Brew Coffee liqueur

Herbal liqueur brand Jägermeister has extended its range with the launch of a new expression infused with cold brew coffee.

The new global line extension, Jägermeister Cold Brew Coffee, will launch in the UK on- and off-trade this month and in the US in the coming months. “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,“ said UK innovation controller, Tim Hawley. To create the liqueur, the classic Jägermeister recipe is infused with cold brew arabica coffee and a hint of cacao. The launch of Jägermeister Cold Brew Coffee will be supported by a new £2.5 million (US$3m) marketing campaign, called New Mix New Beat. The initiative aims to reinforce the brand’s “shot positioning” and “leverages” Jägermeister’s “credentials in music”. The campaign will air across both out-of-home and digital channels, reaching 50.3% of 18- to 34-year-olds, according to the brand. Bottled at 33% ABV, Jägermeister Cold Brew Coffee is recommended served as an ice-cold shot, at -18°C from the freezer. Nicole Goodwin, marketing director at Mast-Jaegermeister UK, added: “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% [CGA 2017] more likely to try new drinks over Christmas and the New Year.” Jägermeister Cold Brew Coffee is priced at £18 (US$22) per 500ml.