Jägermeister targets younger audience with £1m push as supermarket sales slump

Jägermeister is ploughing £1m into repositioning itself - as data reveals supermarket sales of the liqueur have taken a dive.

The brand has unveiled a new ad campaign, called ‘Be The Meister’, which was designed by US ad agency Opperman Weiss. It plays up the idea that the drink is best served at -180C.

Mast-Jägermeister ­marketing director Nicole Goodwin said the push was “designed to appeal to our youth audience”.

Yet it comes after an unremarkable year for Jägermeister in the supermarkets: its value sales have slumped by 4.5% (£1.2m) to £24.5m over the past year, on volumes down 3.3% [Nielsen 52 w/e 8 September 2018].