Jägermeister has unveiled its first-ever brand variant.

Jägermeister Spice is made from the same recipe as the original with added cinnamon and vanilla. Available in 70cl bottles with an rrp of £20, the new variant is sweeter and designed to recruit new consumers to the Jägermeister range.

Marketing director Nicole Goodwin said the variant had performed well in the USA and Germany already. “It has proved very popular with new consumers in these markets and we expect to see the same in the UK, as well as appealing to existing Jagermeister advocates,” she said. “The new launch will add to Jägermeister’s momentum and continue to drive growth in the spirits category, something that Jägermeister has been doing for the last few years.”