Mast-Jaegermeister is bolstering its range with a new flavour – Jägermeister Cold Brew Coffee, which has an RRP of £18 and an ABV of 33%.

Made with Arabica coffee, cacao and Jägermeister, the launch will be backed by a £2.5m ‘New mix new beat’ campaign, which includes outdoor and digital advertising that will reach more than 50% of consumers.

Nicole Goodwin, at Mast-Jaegermeister, said the launch would be particularly successful in the run up to the Christmas and New Year trading period when consumers are 47% more likely to try new drinks.