New liqueur full of beans

Jägermeister shakes things up with new coffee variant

Like the flagship liqueur, Jägermeister Cold Brew Coffee is promoted as an ice-cold shot

BARISTAS and bartenders were said to have had a hand in the development of the new product from Jägermeister.

Jägermeister Cold Brew combines a mix of cold-brewed Arabica coffee and a touch of cacao with the traditional Jäger recipe of 56 herbs and spices.

Like the flagship liqueur, it is being promoted to consumers as an ice-cold shot.

The new product is being supported by a £2.5 million advertising campaign – titled New Mix New Beat – which promotes the brand’s ties to music.

Parent company Mast-Jaegermeister UK said it hopes the advertising will reach more than half of the UK’s 18 to 34 year old consumers through appearing on various digital and out of home media.

Innovation controller, Tim Hawley, said the company had been developing Cold Brew Coffee “behind the scenes for a number of years” in conjunction with baristas, bartenders and coffee roasters.

And marketing director Nicole Goodwin said: “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% more likely to try new drinks over Christmas and the New Year.”

Jägermeister Cold Brew Coffee launched this month in 50cl bottles, priced at £18 a bottle and with an ABV of 33%.