Mast-Jägermeister United States recently promoted Chris Peddy from vice president of brands to chief marketing officer.

In his new role, Peddy, who has more than 20 years of spirits experience, oversees the brand’s new identity, marketing strategies, and innovation.

Chilled spoke with Peddy about his new role and his plans for bringing Jäger to the next level of drinking.

Chris Peddy - Chief Marketing Officer for Jägermeister

Chris Peddy – Chief Marketing Officer for Jägermeister

Tell us a bit about your new role as chief marketing officer for Jägermeister.

Currently, I am overseeing all aspects of the new brand identity launch. I will continue to spearhead all of our U.S. marketing platforms, including brand strategy and innovation, digital marketing, customer marketing, and public relations.

In the past year, Jägermeister has been making some bold marketing moves, including a new bottle design and new nightlife campaign. Tell us about overseeing these innovations.

I could not be more thrilled to be appointed CMO at such a pivotal time for Jägermeister. I’m honored to be on the team that will bring Jägermeister to the next level. The new bottle design and television commercial are just the start. There’s more to come.

Talk to us about Jägermeister’s new campaign, Be the Meister.

The new campaign encourages consumers to be meisters of their own lives with the mantra, “Do what you do masterfully and you can live by your own rules.” As the campaign evolves, we will celebrate true meisters in our communication that support this philosophy.

Tell us about ICE KUHL and the new Jägermeister brand message.

The notion of perfection remains at the forefront of the new campaign, representing the brand’s blend of mastery and boldness, highlighting the spirit the way it was intended: chilled to perfection and drank at -18 degrees Celsius. ICE KUHL, or the “perfect serve,” will continue to be the center of all activations and events moving forward.

What would you like bartenders to know about Jägermeister’s new branding?

Jägermeister is still the same spirit that everyone knows and loves, but as a brand, it’s important that we continue to evolve and create a new brand identity that specifically targets the millennial audience. We are still encouraging people to drink Jägermeister at -18 degrees Celsius in shot form, but we love to see the brand incorporated into craft cocktails across the globe, thanks to our Brand Meister, Willy Shine, the bartender/mixologist community, and our trend and scene team.

What was Jägermeister’s inspiration for the revamp and how has Willy Shine helped?

The relaunch celebrates the storied past and bright future of Jägermeister. We wanted to hone in on Berlin’s irreverent culture and pair it with our perfected herbal spirit.

Willy has been instrumental in the revamp. He has created a new national drink strategy that reflects the versatility of the brand. It includes new innovative cocktails, classic cocktail variations and shot and specialty beer pairings. Willy also leads our category education platform that we are touring the country with called the Jägermeister Academy. This program is designed to educate the trade and our distributor partners on the production of Jägermeister, as well as the herbal liqueur category, while reinforcing Jägermeister as the category leader.

Known for being a premium shot, Jägermeister is gaining a major bartender following for versatility and mixability. Talk to us about the new emphasis on mixology.

It’s an exciting time for Jägermeister because the spirit is now more than ever being consumed in ways other than the ice-cold shot. Mixology and craft cocktails have become a very important part of our industry over the past 17 years. Jägermeister’s unique herbal flavor profile is one that is extremely versatile and allows for it to be used in multiple ways. Bartenders love to recreate classic cocktails, and Jägermeister used as a double base in an Old Fashioned (1 oz. whiskey to 1 oz. Jägermeister) is a perfect combination and depiction of that.