Set to arrive this autumn/winter, the brand-new coffee-based drink boasts a decent 33 percent ABV (alcohol by volume), and is designed to be drunk as a shot, so it’s probably not about to become a breakfast favourite.
A couple of percentage points lower than the original liquor, it will still contain the same 56 iconic herbs, blossoms, roots and fruits, with the addition of coffee and cacao.
Apparently a move to meet consumer demands for more innovative products, Jager have decided on this more millennial-friendly flavour, and are now pretty much covering two out of three meal times. Based on an already popular way to drink the liquor, i.e dunked in a whole cup of coffee, the new Cold Brew will aim to cut out the middle man and allow for a more balanced and complex drink.
After the release of their premium-level line extension, Jägermeister ‘Manifest’, the brand seems to be continuing their growth and innovation, although the coffee flavour seems to be their most out-there to date.
“Inspired by the need for a complex and flavorful product that would complement those high energy moments, we at Jägermeister are continuing to innovate”, Chris Peddy, chief marketing officer of Mast-Jägermeister US announced in their recent press release.
Jack Carson, Mast-Jägermeister’s US director of innovation said: ‘Combining Jägermeister with coffee has been a fan favorite for years, so we wanted to perfect that experience for our consumers and create a product where those flavors were perfectly balanced. ‘
Jägermeister Cold Brew Coffee fits seamlessly into our portfolio, while speaking to our audience who want to live boldly and experience disruptive new things.’
UK Innovation Controller, Tim Hawley added: ‘We’ve been developing Jägermeister Cold Brew Coffee for a number of years, working alongside expert baristas, roasters and barmen through many iterations to create a perfectly balanced fusion of original Jägermeister, the punch of roasted coffee and just a nod towards bitter chocolate.
We’re really excited to see it realised and launching.’
‘Jägermeister Cold Brew Coffee is perfect for moments of celebration in or out of the home, offering an intricate coffee flavour profile complemented by the classic Jägermeister taste – served perfectly as an ice-cold shot.’
Considering the renaissance gin seems to be going through at the moment, with a recent one being made with an essence produced by red ants, it was only a matter of time before the likes of Jager try to reinvent the wheel. Novelty drinks are nothing new, but unlike the overtly fruity cocktails they often appear in, Jager cold brew is designed to be drunk at -18 degrees and straight, or over a nice bowl of cornflakes.
Jägermeister Cold Brew Coffee will be available starting in the United States and the United Kingdom in January 2020 for a suggested retail price of $24.99 for a fifth (750 milliliters) or $32.99 for 1 litre.
We’re guessing it will soon become a staple of bottomless brunches. But be warned, it might pose the risk of passing out face-first into your Eggs Benedict.
Images via Jägermeister
Currently attempting to survive as a part-time writer, full time incompetent adult, Sarah O'Neill has been writing for The Hook for just a short amount of time, but has already posted two articles about how much she hates the new seasons of Arrested Development. She does her best writing under pressure and her worst writing under pressure, and hopes one day to write under better conditions, like by the sea.