Brand value: 420 Mio. EUR
Brand value change compared to last year: new entry
Ranking change compared to last year: new entry
Jägermeister is one of the 10 largest liquor manufacturers in the world today, expanding its reach to 108 markets in 2015. The family-owned company was founded in 1934, its iconic logo of a stag with a gleaming cross between its antlers inspired by the tale of St. Hubertus. This once traditional beverage in Germany has become a trendy drink among (not only) young people around the world, preserving its strong history and core values while introducing innovations and investing heavily in international marketing. Jägermeister currently generates 80% of its sales outside of Germany, for example. A strong social media and online presence, even on the music platform Spotify, helps the company interact with and respond to customers. Creative steps to strengthen its brand image include the sound “business card” developed for all video ads, the “56 Parts. Best as One” campaign and new city-themed bottles in a special 2015 campaign. One bottle in each city series will feature a label that changes color when frozen – entitling the lucky winner to a trip to that location. The brand tagline, “Who, if not us”, clearly reflects the company’s drive to evolve.