Jägermeister launches coffee liqueur ahead of Fresher’s Week

Mast-Jaegermeister has launched a coffee-flavoured version of Jägermeister just in-time for Fresher’s week.

Jägermeister Cold Brew Coffee is launching in the UK this month across the on- and off-trade, and will be rolled out in the US in the coming months, according to the german drinks maker.

The new serve will combine the traditional Jägermeister recipe of 56 herbs and spices with cold-brewed Arabica coffee and cacao to “create a new Jägermeister ice cold shot experience, with a barista touch,” a statement said.

Nicole Goodwin, marketing director at Mast-Jaegermeister UK, said its flagship herbal drink “continues to be a key ingredient for 18-34 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’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.”

The launch is being supported with a £2.5 million marketing campaign including national advertising.

Ben Ko-Nkengmo, category manager, Heineken and Star Pubs, said: “We were attracted to the new Jägermeister cold brew due to its on trend flavour profile and versatility. Cold brew has brought an exciting new twist to one of our biggest selling spirits, and we look forward to continuing our great relationship with Mast-Jaegermeister during the launch of this fantastic new expression.”

Jägermeister Cold Brew Coffee (50cl) has an RRP £18 and an ABV 33%.