German herbal spirit Jägermeister has set up a new company - Mast-Jägermeister UK – in what it says is the one of the most “significant investments” in the UK market since the company launched.
The new company will be open for first orders on 6 May, with orders no longer being accepted via current company Cellar Trends after 1 May.
It is the first time a dedicated subsidiary for a specific market has been set up outside its homeland – in all other Jägermeister global territories distribution is managed via a third-party partner.
Guy Lawrence, CEO at Mast-Jägermeister UK said: “This is an exciting time for the brand and an important step for Jägermeister as we look to build on its popularity and success with a dedicated operation and talented team of industry experts. We acknowledge the hard work of Cellar Trends over the last decade which has seen Jägermeister become the UK's third best-selling spirit, and now we look forward to continuing this success in a new era.
“We’ve just launched our first ever TV advertising campaign in the UK and we have big ambitions for the brand. We are continuing to invest in high impact, standout activity that connects with our target audience, supports our trade partners and continues to ensure that Jägermeister remains relevant and focused as the iconic and influential premium spirit.”
Mast-Jägermeister UK will focus on increasing distribution in key outlets relevant to its target audience of 18 to 35 year-old males.
The drinks brand recently launched its first ever TV advertising campaign in the UK, worth £4m, and the brand will continue to focus on increasing awareness of the preferred ice cold serve and on-going consumer brand support including sponsorship of major festivals and its long standing Jäger music programme.