Jägermeister says it is pivoting its sales strategy in October to focus more on the convenience channel during a busy sales period.
The herbal liqueur has expanded its B2B trade support platform, Klub Jägermeister, to include convenience stores for the first time.
It is also set to distribute 8,000 new PoS kits supporting its most profitable lines, available for retailers to order via Klub Jägermeister.
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Additionally, it is also set to sponsor 52 student ambassadors, named ‘Feierstarters’, across 23 university cities in the UK.
These ambassadors will be responsible for cultivating a relationship with local convenience stores. The supplier will provide budget for AV equipment, branding, pre-promotion and promoter partnerships to sponsor a pop up party in one lucky store.
To further support the channel, 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 looking for impulse buys.
“We know 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.”
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