WOLFENBÜTTEL / BERLIN, 23 February 2017 – For the first time in its history, Mast-JägermeisterSE, the well-known family-owned company and maker of the most successful herbal liqueur on the market, will be unveiling a premium line extension: Jägermeister Manifest. The first worldwide super-premium herbal liqueur will be available as of March 2017 in high-end bars, restaurants, hotels, and clubs in selected markets in Europe. Manifest will additionally be sold in certain duty free shops.
Manifest is the proclamation of our brand story, our mind-set, our attitude, our statement of intent. Brought to life through a product”, explains Henning Madea, Head of Global Innovation & Design, one of the leads in developing Jägermeister Manifest. “Our master distillers have used the utmost diligence and their wealth of experience to refine our strictly guarded Jägermeister recipe and enhanced the masterly well-rounded production process”, Dr. Berndt Finke, Head of Raw Materials and Manufacturing emphasizes.
The elaborate crafted extraction of now more than 56 botanicals, the twofold maturation process in small and large oak casks for more than 12 months, and a 38% abv. alcohol content come together to create a nuanced composition that redefines the herbal liqueur segment. Manifest is a fullbodied, robust blend of flavours. Slightly sweet notes of anise and dried fruit give way to subtle spice and aromatic bitters, finishing in a marriage of vanilla and barrel oak.
The new clear glass bottle features a hand-applied Jägermeister emblem that underscores the tawny copper colour of the super-premium liqueur. Jägermeister Manifest is served ideally slightly chilled.
For Michael Volke, Chairman of the Executive Board of Mast- Jägermeister SE, the new product’s essence is best captured in the attitude it conveys: “With Manifest, Jägermeister once again stands out for daring to be different and having the courage to rewrite the rules. This new product makes us the world’s first spirits manufacturer to define the superpremium category in the herbal liqueur segment”. According to Volke, only 60,000 bottles can be produced in the first year. Yet that same elaborate production process makes all the difference: “We are targeting people who know what life is all about and are willing to share their sense of quality and unique trendsetting abilities being able to savour the experience of a super-premium herbal liqueur in all its moments of togetherness”, Volke adds.
Members of the Hubertus Circle, an international network of bartenders, conducted the first blind tastings; their reactions were overwhelmingly positive: “Jägermeister’s master distillers have created a highly unique and captivating composition that is bound to resonate with connoisseurs”, states Nils Boese, Global Brand Ambassador Jägermeister and leading Hubertus Circle member.