A new bottle, a name change (the U.S. importer recently changed its name from Sidney Frank Importing Company to Mast-Jägermeister), and a fresh marketing campaign, the company that’s been using the same 56-ingredient recipe since the 1930s is certainly evolving.
Overseeing these advances is newly appointed CEO Jeff Popkin. Chilled spoke with Popkin regarding these recent developments including the brands transformation from its premium “shot” image to versatile mixing ingredient.
You are the new CEO for Jägermeister. Tell us a bit about your background in the industry.
Before joining Mast-Jägermeister U.S., I most recently served as president of Vita Coco. During my tenure, this leader in the coconut water category saw significant growth from coast to coast, including the rapid expansion of its distribution and retail footprint. My experience in the beverage industry also included serving as CEO of Red Bull Distribution, along with many senior leadership positions with top beer and beverage brands such as Coors Brewing Company.
What is your vision for the brand and the company as a whole?
Right now we are fully focused on the future of Jägermeister in the United States and beyond, and today marks an important, symbolic step for the company to truly become part of the global Jägermeister family.
While we will continue to celebrate the legacy and history of Sidney Frank in a variety of ways, we are moving forward as Mast-Jägermeister U.S., signifying our vital role within the global Mast-Jägermeister organization.
This name change is part of the vision for a Jägermeister brand-led culture that we are continuing to build with our employees and partners.
What initiatives/innovations have been happening with the brand?
Recently we unveiled a new incarnation of our iconic green bottle. The updated bottle design more optimally embodies the quality and history of the signature herbal liqueur and features a more defined shape, bold logo type, and a premium cap, among other updates.
What would you like bartenders to know about Jägermeister?
Many top bartenders nationwide have already embraced Jägermeister and have incorporated the herbal liqueur into their craft cocktails and onto their drink menus. For those who are less familiar, we would like them to know that Jägermeister is a versatile brand that can be enjoyed ice cold as a celebratory shot and it can also be used as a sophisticated cocktail ingredient because of the unique flavor and complexity of the brand.
The company is going through many changes. What’s next for the brand?
On May 1st, 2017, we will be relaunching our brand to historic new heights by rolling out a new global marketing campaign. The goal is to further educate consumers on the rich history of Jägermeister and help them connect with the brand in an unexpected way. We will be launching a premium brand communication platform across all marketing channels with the strongest media plan in the brand’s US history including TV, out-of-home advertising, digital media, and radio. This campaign will encourage consumers to “Be the Meister.”