Happy Birthday to Us

A year ago today, Mast-Jaegermeister UK was launched: the first time a dedicated country subsidiary had been set up outside the company’s German homeland.

It was a testament to the strong foothold that the Jägermeister brand has gained in the UK over the past few years, and a belief in the future potential of the UK market.

From the commercial perspective the past 12 months have been a great success for the UK subsidiary. It achieved record sales for the Jägermeister brand, which is now the third best selling spirit brand in the UK on-trade and clear leader in the speciality spirits category. At the same time the business has increased investment in UK trade education, marketing and new product development, to best position itself for the opportunities to come.

However, according to Mast-Jaegermeister UK CEO, Guy Lawrence, the company’s performance during the past 12 months should not be measured simply in terms of commercial success:

“In addition to establishing a world class operating company from scratch, we wanted to create a great place to work. This started with recruiting the right people, with a diverse range of skills, and then merging the various work cultures. The most rewarding part of the past 12 months has been the opportunity to work with such a great bunch of people. Being awarded the Investors in People bronze status last autumn represented an important milestone for the business. However, we realize that there is so much more than can be done and we will continue to invest in coaching and culture development in order that we all achieve our full potential.”

“We’d also like to thank our customers and suppliers for supporting us during our first year. Our ambition is to be perceived as a leading partner within the drinks industry and I am pleased to see that our on and off-trade customers and brand partners appear to have bought into the value of a dedicated UK subsidiary and our long-term vision for the business and Jägermeister brand.”

Other highlights of the past 12 months have included:

  • Launching its first UK television advertising campaign;
  • Launching Jägermeister Spice, the first new product variant since the original Jägermeister brand was created 80 years ago;
  • Redefining and reinvigorating sales within the shot category with the ‘give it a shot’ trade marketing initiative;
  • Promoting new ways to enjoy the Jägermeister brand in both the on and the off-trade, such as the Root56 long drink serve campaign;
  • Increasing investment in music sponsorship, including a £1.2m summer festival programme;

According to Guy Lawrence,

‘It was our belief that running our own business, rather than relying on a distribution partner, would give us the freedom to innovate, invest in our people and brands, experiment and shake up the UK market. Our first anniversary provides the perfect moment to take stock and review what we have achieved so far. It is early days, but the benefits are already apparent.’

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