Jägermeister bolsters sales offer in c-channel

The herbal liqueur, Jägermeister, is pivoting its sales strategy this month to place an increased focus on the convenience channel.

The new approach, which includes the distribution of 8,000 brand new Point of Sale (POS) kits to the most profitable SKUs (including fractional PMPs) aims to empower convenience stores across the UK to capitalise on consumer demand during key purchasing moments like Freshers’ Week.

Jägermeister has expanded the successful B2B trade support platform, Klub Jägermeister, to include convenience stores for the first time ever and are hosting a series of in-store activations supported by Jägermeister’s Student Brand Ambassadors, in a bid to catapult sales for convenience stores.

Launching this month, the new strategy will see Jägermeister sponsor 52 student ambassadors, or "Feierstarters", across 23 university cities in the UK.

The Feierstarters will be tasked with cultivating a relationship with local convenience stores – with the beverage giant supplying budget towards AV equipment, branding, pre-promotion and promoter partnerships - to sponsor a pop up party in one lucky store.

Convenience professionals can order the POS kits via the Klub Jägermeister platform, which rewards retailers for Jägermeister sales by exchanging them for points, which can then be used to order additional store POS. The POS kits will help retailers create impactful displays, drawing consumers’ attention, and keep the brand top of mind for all social drinking occasions.

Jägermeister’s decision to prioritise the convenience channel is driven by the brand's deep understanding of its core consumer base. With a strong appeal to the 18-24 age group who frequently turn to convenience stores for their alcohol purchases, especially during social events like Freshers’ Week. Jägermeister is committed to ensuring that its products are readily available in the places where these consumers shop most often – helping retailers in the process.

"We know that a lot of people’s best nights in start with a visit to the nearest convenience store," said Mast-Jägermeister’s UK Head of Off Trade, Paul McGuiness. "By supporting these stores with the right tools and products, we’re helping them to meet consumer demand by ensuring that Jägermeister is a key part of their offering.”

To further support these stores, Jägermeister will be providing a range of fractional, price-marked packs (PMPs) from 2cl up to 1L to ensure they can meet the needs of shoppers. Given that Jägermeister is an impulse brand in both the on and off trade, the convenience channel provides an ideal setting to place smaller packs directly in the path of consumers who are on the go, seeking a quick and relevant purchase.

Klub Jägermeister has supported almost 1000 on trade venues to maximise their sales by providing activations, point of sale and consumer insight to participating outlets. Since its inception in 2023, Jägermeister have been working to launch the platform for convenience stores too and will continue to build out the functionalities of the site for this new audience.

The activity will be running throughout October until November and retailers can sign up to receive the POS kits via the Klub Jägermeister platform. For more details on how to register, visit: https://www.klubjagermeister.co.uk/register