Jägermeister adapts to changing drinking habits

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Jägermeister, the alcoholic spirit brand, finds itself in the fortunate position of being loved by late-teens through to thirty-something consumers. “Ultimately, we’re very lucky,” said marketing director Nicole Goodwin. “We’ve...