Jägermeister and Barry & Fitzwilliam Ltd have announced the launch of the new Jägermeister 20cl naggin bottle size to the Irish market this November.
Following years of brand building, marketing activity and nationwide sampling campaigns Jägermeister has had phenomenal success in Ireland and is now in its seventh successive year of growth.
As a result of the continued growth in 2010, with sales up 13% year to date, Ireland is the first country in the world to launch Jägermeister in a 20cl bottle. This bottle size is unique to the Irish off-trade market and holds a considerable and growing share of spirit sales – particularly in the independent off trade.
Already available in 1L, 70cl, 35cl, 10cl and 2cl, Jägermeister have responded to demands in the Irish marketplace for this 20cl sku. According to Brian McGuinness, brand manager for Barry & Fitzwilliam, “we believe this bottle size will be the one which will provide the off-trade with similar sales success as the 70cl has to the on-trade. Jägermeister is a success story in the Irish market and the 20cl size will further develop the brands offering to consumers in the off-trade as the new exciting and unique alternative to what is currently available on shelf”.
The new bottle size will be supported by a trade press campaign, in store point of sale material, counter dispensing units, and some consumer press. The campaign highlights the “Drink Ice Cold” message of the brands current market activity and encourages the consumer to “stick it in the freezer” as the best way to drink Jägermeister is the ice cold serve.
Jägermeister is distributed in Ireland by Barry & Fitzwilliam Ltd. www.bandf.ie