Jägermeister Enters a New Era

Jägermeister Spice Bottle Image High-resJägermeister, a brand icon for decades, has just introduced a product extension called Jägermeister Spice. The product combines vanilla and cinnamon spices with the original Jägermeister ingredients. It will be available nationally in limited quantities starting this month.

Interesting – a limited edition spirit product. Wonder what they have in mind?

Regardless, from the handful of people I asked to taste the product, the results were very positive. “It’s perfect for this time of year…it’s like eating a holiday spiced cake.” One woman described it as “Jäeger’s softer, kinder relative.”

I think they have a winner here. It’s easy to drink; fun tasting and can go wherever the original product goes in those special Jäger occasions. But, the appeal moves it further along in the drinker’s repertoire. In that regard, the folks at Jägermeister have stayed true to the cardinal rule of product extensions – “feed the brand, don’t eat the brand.” In other words, I think it will bring new users, lapsed users and new occasions to the franchise. All without alienating those original round of Jäger shots moments.

As to the limited edition aspect, the company says that this first ever product extension will be limited to 100,000 cases this winter. The brand sells around 3 million cases so it’s a drop in the bucket.

Why limited edition?

One cynical industry observer thought that if the extension doesn’t work, they wouldn’t damage the base brand. It will just disappear. I’m not buying that.

I think that the best way to grow a franchise without denigrating the core audience is to periodically introduce seasonal or other temporary variations that – pardon the expression – spice things up and adds innovation to the mix. Perhaps we can expect a spring or summer variant. Or, maybe Spice will stick around.

Adam Rosen, EVP Marketing (and a smart, innovative one at that) summed the effort up –

“Jägermeister Spice offers both new drinkers and our longtime fans an innovative product that can be enjoyed in any setting. Whether served neat or mixed with cola, Spice offers new experiences and drinking occasions while delivering the same quality spirit that Jägermeister is known for.”

Looks like Jägermeister Spice is about to join the holiday festivities.

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