Mast-Jaegermeister UK is investing £1 million this year in its Perfekt Serve programme with a nationwide on-trade initiative—Ice Cold Hour—targeting 2,000 accounts.
Jägermeister is the UK’s best-selling shot brand1 and the Ice Cold Hour initiative, going live in selected accounts this month, is designed to continue to support on-trade partnerships while bringing the shot occasion to the early evening, driving incremental sales.Ice Cold Hour is a happy hour that takes place between 6pm and 9pm when ice cold shots of Jägermeister are discounted if more than one is purchased. Jägermeister Cold Brew Coffee will also be included in the promotion. Ice Cold Hour will be marked by the blowing of a brass hunting horn at the stroke of the designated hour, which will be indicated by a large back-lit Jägermeister Ice Cold Hour clock.
In addition to the brass hunting horn and the Jägermeister Ice Cold Hour clock, accounts are being supported with themed kits including bar runners, chalkboards, chalkboard stickers, lanyards, t-shirts and digital screen content as well as a Perfekt Serve light box and branded green shot glasses.
Polling its target consumer on social media, Mast-Jägermeister UK discovered that a perfect serve is not only important, but sought after with 82 per cent of respondents saying their Jägermeister should be served ice cold and 50 per cent saying they would be dissatisfied if their Jägermeister was served warm.
Mast-Jaegermeister UK Marketing Director, Nicole Goodwin, says: “This year we are ramping up investment in our Perfket Serve programme to further support our customers and deliver quality drinks to our consumers across the on-trade. Ice Cold Hour is the first of several initiatives planned for this year.”
The Perfekt Serve programme was launched in May 2018 to deliver excellence by ensuring consumers in the on-trade receive the perfect serve, every time, which includes a branded green shot glass, frozen, filled with ice cold Jägermeister chilled to -18C. It is intended to be served with the Jägermeister logo on the shot glass facing the consumer and bar staff/friends toasting each other with “PROST!” The company is launching a website for the programme this year for additional operator support.
Goodwin continues: “Perfectly served drinks drive repeat purchase and with consumers continuously demanding quality drinks and serves it’s important for operators to ensure all products are served as they should be. Shots are an incremental purchase so with our Ice Cold Hour initiative, we are bringing the shot occasion to the early evening, helping drive on-trade sales for our customers while continuing to deliver high-energy and fun nights out to our consumers.”