Sweeter, lower ABV Jägermeister goes for female crowd

Aimed at female drinkers the new Jägermeister Spice is made with cinnamon and vanilla and has been designed as a sweeter and more mixable version of the German liqueur.

It is also lower in alcohol than standard Jägermeister, at 25% ABV compared to 35% ABV.

“As a versatile spirit, Jägermeister Spice is designed to be drunk neat over ice, as a ‘black spice’ served with cola, or as a key ingredient within cocktails,” said UK marketing director Nicole Goodwin.

“With a sweeter taste profile, the new variant will appeal to, and recruit, new consumers to the Jägermeister stable, with trials in other markets showing a significant increase amongst female drinkers specifically,” she added.

A limited number of bottles are going out to the on-trade with PoS and bar staff training available to pubs to show them how to make some of the cocktails.

Confirmed stockists include Stonegate, Novus, Mitchells & Butlers, Spirit and Youngs, Goodwin confirmed.

Last month the UK arm of the company, Mast-Jägermeister UK, warned it would take legal action against pubs and clubs that “pass off” imitation versions of the brand to customers who believe they are buying the real thing.