Jagermeister has long been known for its popularity amongst college-age consumers as well as being associated with the Jagerbomb cocktail shot, in recent years the company has attempted to move past this reputation into a more all-rounded space within the alcohol sector.
To this end, two of its more recent innovations have been developed specifically to target very different consumer groups across different ages.
“Our direction now is very much to activate more new consumers in different demographics all over the world, and to do this we have developed several products relevant to each group,” Jagermeister Global Travel Retail Marketing Director Stephanie Cleary told FoodNavigator-Asia.
“One is our Cold Brew Coffee liqueur which is essentially a new expression of Jager that blends of slowly cold brewed arabica coffee and the 56 botanicals of original Jägermeister – this is a new flavour profile meant to draw in new consumers.
“This can be drank as a shot or as part of a cocktail, like in an espresso martini which would appeal to younger consumers, particularly Gen Z’s.
“Then there is also Manifest which is a more mature form of Jager that contains even more herbs and spices than the original version – this is meant for slow sipping neat or over ice, and the richer flavour targets older consumers who have left their clubbing days behind them.”
This strategy calls for more in-depth market understanding of the various demographics.
“The alcohol sector is at a stage where we don’t want to put all of our eggs into one basket as there is potential in many areas,” Cleary added.
“The thing is that to make this work, we need to ensure that we can establish and maintain relevance to all of the different cohorts, whether it be from a product or flavours perspective.
“For instance, we know that despite the popularity of the original Jagermeister there are those out there who don’t like herbs and botanicals, so to capture this group we needed to look away from our traditional product for a flavour that people would be open to try – hence the development of Cold Brew Coffee.
“It is all about relevance, and relevance means prioritising experiences as these will be the most memorable and relatable to consumers, both in the travel retail and domestic retail settings.”
Cold Brew Coffee and Jagermeister are both recommended to be served cold at -18°C.
Cold recommendations
The firm has also launched an additional Scharf spiced ginger liqueur that is marketed as the ‘hottest Jagermeister ever created’, but also made to be served cold.
“Jagermeister Scharf is our ‘ice cold hot shot’, meant to also be served at -18°C but this shot will be intense with a burn,” said the firm.
“This is a much sharper version of regular Jägermeister, enriched with ginger and galangal to give that burn and that heat.
“The five main flavours to be expected from this are: bitter, sweet, citrusy, herbal/aromatic and spicy.”
