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Jägermeister to leave Cellar Trends and set up its own UK distribution company

Published:  29 April, 2014

German herbal spirit Jägermeister has split from Cellar Trends in favour of setting up its own UK distribution arm.  

Mast-Jägermeister UK will start taking orders on May 6 and is the first subsidiary for the brand outside of Germany.

The move represents one of the most significant investments since the company was created in Wolfenbüttel, northern Germany, over 100 years ago. The UK is the third biggest Jägermeister market in the world. It will be the first time a dedicated subsidiary for a specific market has been set up outside Germany - in all other Jägermeister markets distribution is managed via a third party.

The new company has been set up by Guy Lawrence, who takes up the role of chief executive. He has over 20 years-experience in the drinks industry, having worked on brands including Bacardi, Guinness and Russian Standard. He will operate from offices in Camberley, Surrey.

Mast-Jägermeister UK will focus on increasing distribution in key outlets relevant to its target audience of 18-35 year old males. Having just launched its first £4 million TV advertising campaign in the UK, the brand will continue to focus on increasing awareness of the preferred ice cold serve and on-going consumer brand support including sponsorship of major festivals and its long standing Jäger music programme.

Employing 75 people, Mast-Jägermeister UK has taken on new staff from across the industry as well bringing across some of the Jägermeister team at Cellar Trends. Nicole Goodwin has been promoted to marketing director while other key hires include Dr. Jan C Tegtmeyer as director of finance and administration, Aidan Wilday joins from Miller Brands as sales director, Rosarie Perry joins from Brown Forman Beverages as head of finance and Jonathan Dennys joins as customer marketing and insight controller from Bacardi Brown Forman.

Lawrence said: "This is an exciting time for the brand and an important step for Jägermeister as we look to build on its popularity and success with a dedicated operation and talented team of industry experts. We acknowledge the hard work of Cellar Trends over the last decade which has seen Jägermeister become the UKs third best-selling spirit, and now we look forward to continuing this success in a new era."