AUS: Brown-Forman takes on Jägermeister distribution

By | 5 April 2013

The new deal starts in July

The new deal starts in July

Mast-Jägermeister has said Brown-Forman will take Jägermeister “to the next level” after the US firm replaced Suntory as the brand's distributor in Australia.

The new deal will start on 1 July, one day after the Suntory agreement ends, Brown-Forman said yesterday (4 April). It will cover Jägermeister as well as two new RTD extensions, Jägermeister Raw and Jägermeister Ginger & Lime, which were launched in Australia in September.

Jägermeister was relaunched in Australia 11 years ago.

“After more than a decade of great success, we now look forward to taking Jägermeister to the next level in the Australian market,” said David Bell, Mast-Jägermeister's Asia Pacific regional director.

In a separate statement, Suntory said it had brought Jägermeister from “obscurity to 100,000 plus cases” and wished the brand well.

No financial details have been disclosed.

Jägermeister's UK distributor, Celler Trends, last year launched a multi-million pound advertising push for the brand, targeting the spirits' “core customer” of 18- to 25-year-old men.

Expert analysis

The Future of the Spirits Market in Australia, to 2016

The Future of the Spirits Market in Australia, to 2016 is the result of Canadean’s extensive market research covering the Spirits market in Australia.

Sectors: Spirits

Companies: Brown-Forman, Suntory

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