The new product contains the Jägermeister recipe of 56 herbs and spices with cold-brewed Arabica coffee with a hint of cacao.
The launch is being supported by a £2.5m marketing campaign, including national advertising. The marketing will run across out-of-home and digital channels in a bid to reach 50.3% of 18 to 34-year-old consumers.
Suggested serve
Jägermeister’s suggested serve for the new drink is as an ice-cold shot, served at 18°C from the freezer or a Jägermeister tap machine.
UK innovation controller Tim Hawley said: “We have been developing Jägermeister Cold Brew Coffee behind the scenes for a number of years, working alongside expert baristas, roasters and bar staff through many iterations to create a perfectly balanced fusion of original Jägermeister.
“Jägermeister Cold Brew Coffee has an intricate coffee flavour profile complemented by the classic Jägermeister taste served as an ice-cold shot.”
Progressive nature
Mast-Jägermeister UK marketing director Nicole Goodwin outlined how the festive period is a good time for drinkers to try new products.
She said: “Jägermeister continues to be a key ingredient for 18 to 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.
“We are committed to a wider-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 that time.”
Jägermeister Cold Brew Coffee is available in 500ml bottles with an RSP of £18 and an ABV of 33%.
