Mast-Jaegermeister UK has launched Jägermeister Cold Brew Coffee in the UK across the on- and off-trade nationwide. It is a global line extension for the brand, which is also launching in the US in coming months.

The new product fuses the classic Jägermeister recipe with cold-brewed Arabica coffee and a hint of cacao to create a new Jägermeister ice cold shot experience, with a barista touch.

Jägermeister Cold Brew Coffee is being supported with a £2.5m marketing campaign including national advertising. The ‘New Mix New Beat’ campaign leverages the brand’s credentials in music while reinforcing Jägermeister’s shot positioning. It will air across both out-of-home and digital channels, reaching 50.3% of 18-34 year old consumers.

Mast-Jaegermeister UK recommends its new product is best enjoyed as an ice-cold shot, served at -18oC degrees from the freezer or a Jägermeister tap machine.

UK innovation controller Tim Hawley said: “We’ve been developing Jägermeister Cold Brew Coffee behind the scenes for a number of years, working alongside expert baristas, roasters and barmen through many iterations to create a perfectly balanced fusion of original Jägermeister. Jägermeister Cold Brew Coffee has an intricate coffee flavour profile complemented by the classic Jägermeister taste – served perfectly as an ice-cold shot.”

Nicole Goodwin, marketing director at Mast-Jaegermeister UK, added: “Jägermeister 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.”

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