Jägermeister adds SPICE with a modern twist on a classic

Iconic German spirit launches first variant since the original was created 80 years ago

Jägermeister, the iconic German herbal spirit is introducing Jägermeister Spice to the UK – the first adaptation of the original Jägermeister recipe since it was first created in Germany over 80 years ago.

Made from the same secret recipe of 56 hand selected herbs, blossoms, roots and fruits as the original, Jägermeister Spice is blended with added cinnamon and vanilla to create a smooth and warm taste profile with a spicy flavour – albeit one that is unmistakably Jägermeister.

The heightened cinnamon and vanilla provide the sweet notes which make Jägermeister Spice a versatile spirit designed to be drunk neat over ice, as a ‘black spice’ served with cola or as a key ingredient within cocktails.Spice

Jägermeister Spice has already been launched successfully in other global markets including Germany and the USA.

Nicole Goodwin, Marketing Director, Mast-Jaegermeister UK said: “This is another exciting first for Jägermeister in the UK. We’ve watched how Jägermeister Spice has performed in the USA and Germany, and now that the key Christmas party season is nearing, we felt it was the perfect time to bring it to UK consumers.

“It has proved very popular amongst new consumers in these markets and we expect to see the same in the UK, as well as appealing to existing Jägermeister advocates. Today’s consumers demand more choice and as such they are becoming more experimental and looking to extend their drinking repertoires with new and exciting drinks. Jägermeister Spice taps into this trend and provides the high quality, complex taste profile that these consumers are seeking.”

Lighter in colour and with an ABV of 25%, Jägermeister Spice is produced by the same traditional methods used to create the original, and is available from Tesco stores with an RSP of £20 for a 70cl bottle.

Last year in the UK 489,000 standard cases of original Jägermeister were sold and the brand is worth £277m in the UK.

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