Jägermeister will join the Spirits Platform portfolio effective 1 September, as the exclusive distributor to Jägermeister in Australia, taking over from Brown-Forman.
Mast-Jägermeister SE is a family-owned company, which was founded in Germany in 1878. It has produced its globally successful premium liqueur for over 75 years. Jägermeister currently ranks number eleven in the list of Impact Top Spirits Brands Worldwide 2022.
Jägermeister Vice President Asia Pacific Matt Djokovic thanked Brown-Forman for its partnership with Jägermeister over the past 10 years.
“Looking ahead, Spirits Platform has an outstanding portfolio of premium brands, and an exemplary track record for delivering strong brand growth. We are thrilled to partner with Spirits Platform in our ongoing mission to provide Australian consumers with the ultimate nightlife experiences,” said Djokovic.
Spirits Platform CEO Ian Atherton said, “We are excited to accept the baton from Brown-Forman to become Jägermeister’s distributor in Australia. We look forward to continuing building the brand on what is already a solid foundation in both off-premise, as well as on-premise, where our consumers are seeking memorable brand experiences. Jägermeister complements our well-established premium spirits portfolio and leverages our strong route to market capabilities.”
Brown-Forman will continue to distribute Jägermeister through to 31 August, with all companies collaboratively working to ensure a seamless transition for all customers.
