As the UK’s No. 1 shot brand and one of the most recognised spirits brands across the globe, Jägermeister is known for delivering the ‘best nights’ to consumers and has gained a loyal following.

The Hub was set the mission to achieving a solid trade comms approach across both the on-trade and off-trade with differentiated messages for each sector.

Our approach wasn’t to gain some PR coverage but to dominate share of the voice across all spirit editorial features and get the media seeking us out first and foremost for category insight and comment.

Segmenting our approach to communicate a clear, consistent message, our proactive sell-in to the on-trade was around the brand’s perfect serve, an ice cold shot, chilled to -18C straight out the freezer. Whereas in the off-trade it was to demonstrate the sales opportunity for retailers by targeting specific user at-home occasions.

Underpinning the sell and stock rationale, The Hub compiled compelling category insight in understanding consumer consumption habits and identifying where the shot opportunities were.

Leveraging our drinks trade expertise and exemplary media network, both editorial and commercial, The Hub media planned an impactful news and feature agenda and an impressive OTS paid media schedule.