Jägermeister adapts to changing drinking habits

Matthew Carlton

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 got 18- to 24-year-olds and they’re the core recruitment area we target. And then we also have 25- to 34-year-olds who discovered our brand probably about ten to twelve years ago.

“They love Jägermeister and treat us as a lifestyle brand,” she told the YMS18 conference (London, March 2018). “They are the guys and girls that really want to engage beyond the liquid.”

Jägermeister gained prominence – and not a...

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