Jägermeister has unveiled a Cool Pack format, created to allow consumers to enjoy its drinks chilled to -18 degrees.

Jagermeister Cool Pack Image

The new 35cl packs each contain a 35% abv herbal liqueur, designed to keep alcoholic beverages cool outside of the fridge or freezer. The product is being marketed as a modern twist on a classic ice pack and can be used in the same way at picnics or summer barbecues.

Jägermeister category and trade marketing manager, Giles Mountford, said: “Jägermeister can be enjoyed in so many ways year-round, but you can’t beat the iconic ice-cold shot serve and this really comes into its own in the spring and summer. The new Jägermeister Cool Pack is designed to educate consumers about how to store and enjoy Jägermeister in a fun and engaging way, whilst creating new ways to enjoy Jägermeister especially whilst out of home.

“The warmer months represent a golden opportunity for retailers to up-sell innovative products like the Jägermeister Cool Pack to consumers looking to add some theatre to serves, particularly when enjoying moments at home or in the great outdoors. Initial consumer testing has revealed that after seeing the new pack, 90% of respondents were likely/highly likely to purchase, which is fantastic feedback but also represents a key profit opportunity for the off-trade.”

Jägermeister Cool Pack (rrp £13) is available to convenience stores and independents now through Venus wholesale.