Blog: Jaegermeister shot culture in Portman Group firing line?

James Wilmore | 27 October 2014

Today's news that German spirits firm Mast-Jägermeister has joined UK responsible drinking organisation The Portman Group may raise eyebrows in some quarters.

Whether it likes it or not - and recent sales suggest it just might - the company's namesake flagship liqueur brand, Jägermeister, is commonly drunk as a shot. The Portman Group's code of practice, however, warns companies that a drink's packaging “should not urge the consumer to drink rapidly or to ‘down’ a product in one”.

It is unlikely that Portman may allow an exception to its rules, so can we expect a toning down of Jaegermeister's marketing message in the UK going forward?

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