News

Mast-Jagermeister targets 'passing off ' in UK

Most popular

Provenance and quality not enough for spirits - II

Advice for brewers in the time of COVID-19

Over the influence? The future of social media

Mangrove MD warns of coronavirus impact on spirits

Coronavirus special - US Distilled Spirits Council

MORE

Mast-Jägermeister's UK unit has announced a campaign to tackle 'passing off' in the lead up to Christmas.

Jagermeister UK invests GBP9m a year on marketing its brand

Jagermeister UK invests GBP9m a year on marketing its brand

Jägermeister UK said yesterday that the push is part of an "ongoing commitment to protecting the Jägermeister trademark and distribution" as well as its market position. The activation includes an advertising, social media and PR campaign running up to Christmas 2018.

Passing off is a legal term in the UK, which in the on-premise refers to the act of giving a consumer a cheaper spirit than the brand they asked for.

Jägermeister UK said it spends GBP9m (US$11.5m) a year on marketing its brand, while it also works to safeguard a number of related trademarks – including Jäger and Jäger Bomb.

"Although 99% of on-trade outlets do respect the trademarks, this is to protect consumers from misrepresentation and confusion when ordering Jägermeister, only to be served with an alternative herbal liqueur without clarification," the company said. 

Earlier this year, Mast-Jägermeister became a shareholder in Germany's Gin Sul, marking its first strategic investment in an external brand. 

Is craft spirits approaching a reset moment? - Comment


Related Content

This week in spirits & wine, featuring Blue Nun's touch-up, Pernod Ricard's non-alcoholic gin play and Treasury's Penfolds shake-up

This week in spirits & wine, featuring Blue Nun's touch-up, Pernod Ricard's non-alcoholic gin play a...

Why did Mast-Jägermeister buy Sidney Frank Importing Co? - just The Answer

Why did Mast-Jägermeister buy Sidney Frank Importing Co? - just The Answer...

just a Moment With … Guy Lawrence, CEO of Mast-Jägermeister UK

just a Moment With … Guy Lawrence, CEO of Mast-Jägermeister UK...

"Some in the wine industry need to acknowledge that businesses need to make money" - just-drinks tal...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?