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Mumbai: Jagermeister, a flagship product of international major Mast-Jägermeister AG, is strengthening its position in India. The herbal liqueur brand, introduced two years back in India on a trial basis, is expected to be marketed in full-swing in the country soon. Jägermeister is also the most popular selling digestif brand in the US.
The company has entered into a partnership with Focus Brands, an arm of the Jubilant Group, to distribute their products in India. As much as 56 different herbs, blooms and roots as well as fruits from the most varied countries of the world are used in the production of the Jägermeister. Jägermeister, which is imported, will be priced at the range of Rs 1,700-1,900 per bottle in India. In his recent visit to Mumbai, Jack Blecker, member of the board, Mast-Jägermeister AG, told FE, “We are not too much aggressive to reap the Indian market. We are setting up a solid base in India with enough time and wanted to be one among India’s 20 top selling brands within next 8-10 years.” The company, which aims at bars and restaurants in first phase with music events and tasting sessions will target retail shops later in a span of 3 years. The Mast-Jägermeister Incorporated Company produces and sells other well-known wild fruit liqueur Schlehenfeuer.
“As of now, we don’t have any plans of manufacturing in India. For all of our 79 markets, we import from Germany, in order to keep our quality,” he added. Mast-Jägermeister AG has a sales result of 82 million of 0.7 litre bottles during 2008, out of which 39 million bottles are sold out in the US. The brand is marketed in more than 80 countries with foreign sales accounting for over 75%.
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