Australian spirits distributor Spirits Platform has announced plans to add Jägermeister to its portfolio of premium brands.
Family-owned company Mast-Jägermeister SE first launched its brand in the Australian liquor market over 20 years ago. This new partnership will appoint Spirits Platform as the exclusive distributor of Jägermeister in Australia effective September 1, 2023.
Spirits Platform, established in 2015, represents an extensive portfolio of premium Spirits across the country.
Ian Atherton, Spirits Platform CEO, 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 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.”
The leading liqueur brand, founded in Germany in 1878, currently ranks number 11 in the list of Impact Top Sprits Brands Worldwide 2022. The premium liqueur, which has been produced globally for over 75 years, is based on a secret recipe of 56 different herbs, blossoms, roots, and fruits from all over the world.
Matt Djokovic, Jägermeister Vice President Asia Pacific, said: “Firstly I’d like to thank Brown-Forman for their excellent 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.”
Jägermeister will continue to distribute its leading liqueur through Brown-Forman until August 31, working collaboratively with both companies to ensure a seamless transition for all customers.