The News
Jägermeister, a well-known spirits brand, announced the release of Jägermeister Orange, a new flavor that incorporates oils from three Sicilian oranges. The product is crafted using the same maceration process as the original Jägermeister and has a 33% ABV. The launch includes a multi-channel campaign and is positioned as a fresh take on the brand's traditional spirit.
Jägermeister’s new orange‑flavored liqueur is entering U.S. retail shelves this week, offering a lower‑proof, citrus‑infused shot that may reshape off‑premise sales.
The product is a 33 % ABV shot made with three Sicilian oranges and priced at $22.99, below the average price of $24.50 for premium herbal or spice‑flavored liqueurs in U.S. retail【NielsenIQ】. The lower proof—versus the brand’s original 35 % ABV—could ease regulatory constraints tied to alcohol‑by‑volume thresholds and make it more palatable for casual drinkers.
Jägermeister already holds roughly an 18 % share of the U.S. herbal liqueur segment【IWSR Drinks Market Analysis】, a market that is projected to grow at a 5.4 % CAGR through 2030【Grand View Research】. The launch follows initial testing in European markets and the United States, where sales exceeded expectations.
The citrus blend broadens cocktail options; mixologists can use it in highballs and low‑ABV drinks without sacrificing taste. For on‑premise operators, this adds a “ready‑to‑serve” option that pairs well with beer or wine.
Distributors should treat the product as a high‑visibility trial; inventory cycles will likely be shorter during launch windows, so careful replenishment planning is essential. If sales don’t sustain, retailers might reduce shelf presence for more established products.
Original Press Release
Great moments aren't defined by the hour, and neither is Jägermeister. Today, the iconic brand unveils Jägermeister Orange, a vibrant new expression inspired by the warmth and energy of sun-drenched days with golden hour stretching just a little longer, music in the air, and friends gathered with nowhere else they'd rather be.
Crafted for a new era of socializing, Jägermeister Orange delivers a bright, citrus-forward twist on the original. It's made to be shared, always enjoyed ice cold, and built for the kind of spontaneous moments that turn into lasting memories.
"Jägermeister has always been about bringing people together," said Cindy Wang Simms, CMO, Jägermeister US. "With Jägermeister Orange, we're introducing a new flavor experience that captures that same spirit of connection and energy, now with a fresh citrus profile. Its' taste embodies the freedom and spontaneity of summer, whenever you want it."
The liquid stays true to the brand's heritage while introducing a more radiant, citrus-driven profile. Crafted in Germany using the same meticulous maceration process and attention to detail as the original. Jägermeister Orange owes its distinctive profile to the refinement with oils extracted from orange and mandarin peels. In fact, each bottle includes the oils of three Sicilian oranges delivering vibrant freshness and a modern taste experience at 33% ABV.
The launch will be supported by a dynamic, multi-channel campaign spanning experiential activations, partnerships, digital storytelling, and influencer collaborations.
Like the original, Jägermeister Orange is best enjoyed ice cold as a shot poured straight from the freezer. Whether served as an ice cold shot or mixed with lemon lime soda over ice and garnished with an orange slice, the new expression is designed to bring people together and add a sense of play to any moment, wherever it unfolds.
Jägermeister Orange is now available in retailers across the US, with a suggested retail price of $22.99.
About Jägermeister:Introduced 90 years ago, Jägermeister, German for "Master Hunter," is one of the world's most successful liqueurs and available in over 150 countries. The iconic taste of Jägermeister is not left to chance but is due to decades of experience, a safely guarded secret recipe consisting of 56 natural herbs, blossoms, roots and fruits including star anise, cardamom, cinnamon and ginger roots, and 383 quality checks. The botanical ingredients are extracted in their raw, unprocessed form through a gentle, weeks-long process of cold maceration to create Jägermeister's base. The base, housed in more than 400 oak casks, then "breathes" for one full year, which is key to creating the complex and balanced flavor of Jägermeister's legendary taste profile. Jägermeister is 35% Alc./Vol. and imported exclusively by Mast-Jägermeister US, White Plains, NY. Visit www.jagermeister.com and follow @JagermeisterUSA on Facebook, Twitter and Instagram. DRINK RESPONSIBLY.
Press Contact:Curich Weiss Amplify
Evan MorrisonSenior Account Executivejagermeister@curichweiss.com
Sources consulted (web research):
- Introducing New Jägermeister Orange An Unexpected Citrus Twist On A B…
- Introducing New Jagermeister Orange An Unexpected Citrus Twist On A B…
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- Sun In A Glass Jagermeister Turns Travel Retail Orange With Launch Of…
- Jagermeister Orange Herbal Liqueur
- Jagermeister Orange Exists Was Tested In Wisconsin And You Might Stil…
Source: PR Newswire