Time to Mix it Up this summer

New campaign to shine a light on drink’s versatility

The Jägermeister Mule is being promoted with new POS materials, sampling and advertising

The team behind Jägermeister is aiming to appeal to curious consumers and drive up brand awareness with its new summer advertising campaign.

Designed to showcase the adaptability of the 35% ABV liqueur, Mix it Up for Summer comprises events, sampling, out of home advertising and new point of sale materials as well as social and digital activity.

At the core of the campaign, which will run from June to September, is a new long summer serve: The Jägermeister Mule a mix of the digestif and ginger beer with a lime wedge and garnished with a slice of cucumber; it can be offered as a single serve or as part of a sharing option in bars.

The serve will be available at events throughout the season; and in the on-trade, 1500 POS kits are available to venues to support the serve. The kits include back-bar plinths, bar runners and copper serving vessels.

Florian Beuren, UK brand ambassador at owner Mast-Jaegermeister, said: “The flavours in the Jägermeister Mule work together in harmony to create a really refreshing serve that lets the signature taste of Jägermeister come through.

“Ginger has been hailed as a trend-leading flavour for 2019 and has long been celebrated by Jägermeister as one of the core five ingredients in the liquid so the ginger beer works well to amplify this.

“The addition of lime and cucumber balances the fiery tones of the ginger resulting in a simple yet complex serve. I think consumers will be surprised to try the Jägermeister Mule and embrace the flavours of Jägermeister in new ways.”