A new version of Jägermeister may claim a space in your freezer come winter. Jägermeister announced the January 2020 debut of Jägermeister Cold Brew Coffee, a coffee-flavored version of its famous liqueur, Food & Wine reports.
The new recipe adds Arabica coffee and cacao to Jägermeister’s 56-botanical blend. It is, indeed, slightly caffeinated – each cold-brew-flavored shot contains about 10 percent of the caffeine of an average cup of regular-brewed coffee, according to a spokesperson. It’s also 33 percent ABV, a slightly lower percentage than regular Jäger’s 35 percent ABV.
Although Jägermeister typically renounces its Red Bull-soaked reputation (Jägerbombs?), CMO Chris Peddy said in an announcement that the new variant is meant to “complement those high energy moments.”
“We wanted to recruit a new generation of drinkers, and in order to do so, we knew we had to create the perfect liqueur to be enjoyed across numerous occasions,” Peddy said. Allegedly, “combining Jägermeister with coffee has been a fan favorite for years,” according to Mast-Jägermeister US Director of Innovation Jack Carson. (Indeed, the brand does promote a Jäger “kaffee” recipe on its website.)
Will the world pick up what Jägermeister’s putting down? If the rising popularity of coffee-infused spirits or public reactions to Pabst Blue Ribbon’s Hard Iced Coffee are any indication, it’s very possible.
