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Coffee & Booze, Together at Last? Jägermeister Makes It So

September 05, 2019DMT.NEWS

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Jgermeister Releasing Cold Brew Coffee

Mmm coffee. The word just rolls off the tongue, promising that sweet, punchy morning aroma — one that wakes you up and makes you feel all warm inside at the same time. Drinking alcohol (by itself) is sometimes looked down on as a morning beverage. Luckily, Jägermeister has an answer for that.

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While both coffee and alcoholic beverages are wildly popular the world over, it's generally been left up to us, the consumer, to combine the two. Irish coffee — a concoction featuring a bit of Bailey's and a strong cuppa — has been a mainstay of kitchen cupboards for generations. Spiked espresso shots and other coffee-based cocktails are seeing a renaissance of late.

Now, according to Food & Wine, liqueur giant Jägermeister is capitalizing on this trend by introducing a new beverage to warm and wake us up. Jägermeister Cold Brew Coffee, with a promised 33 percent ABV, presents itself in a classy dark glass bottle, not completely unlike Jägermeister's existing product line.

Proudly proclaiming itself to be a “herbal liqueur with arabica coffee and a hint of cocoa,” it seems that Jägermeister's Cold Brew Coffee might appeal to coffee drinkers, chocoholics, and those who need a little zing in their mugs alike. As far as the caffeine content goes, it appears as if a single shot will come in at around 10% of what a full cup of coffee would provide. OK, so probably not the greatest morning pick-me-up.

Jägermeister CMO Chris Peddy wasn't shy about boasting of the company's latest creation, claiming that the luxe brand was aiming at bringing in an entirely new demographic of drinkers. “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,” he said. “Jägermeister Cold Brew Coffee presents consumers with a premium product that will embrace the unexpected and defy expectations.”

The purported price of the coffee-booze blend comes in at $25 for the 750ml bottle, and about $33 for the liter. Not so fast, though — Jägermeister Cold Brew Coffee won't be hitting liquor store shelves for a while yet, seeking to launch in January of 2020.

According to Jägermeister Executive Jack Carson “Combining Jägermeister with coffee has been a fan favorite for years, so we wanted to perfect that experience for our consumers and create a product where those flavors were perfectly balanced.”

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Christina Majaski, Khareem Sudlow

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