Jagermeister is trying to re-position itself in the US

Jagermeister is trying to re-position itself in the US

Mast-Jägermeister is launching a new multi-media campaign in a bid to showcase its namesake liqueur brand's heritage and “premium” ingredients to US consumers.

The privately-owned German firm has commissioned three illustrators to create images that highlight Jägermeister's history and the process that goes into making the liqueur. The campaign, called '56 Parts. Best as One', includes outdoor painted “wallscapes”, print, media and social media activity. 

The ads will be rolled out across 12 US cities.

"Jagermeister has a ... history that many are unaware of,” said Marcus Thieme, Jagermeister's regional director North America. The liquid, which is commonly drunk as a shot, consists of 56 ingredients, is aged in oak barrels for a year and undergoes 383 quality checks and is “inspired by the legend of St. Hubertus”, he added.

Last week, Mast-Jägermeister reported a near-6% fall in annual sales volumes, with the US suffering a “significant decrease”.

In October, just-drinks revealed that the firm had become a member of UK drinks industry watchdog The Portman Group