The new offering will hit shelves in the US and UK in January 2020, and will retail for $24.99 for a fifth.
Most of my mornings start with a marathon glug of coffee as dark as my soul. Sometimes it's just for the wake-up caffeine kick, other times, it's to absorb last night's hangover. Coffee mixed with anything is pretty great, and a strong mix of black coffee and vodka has got me through many a long grad-school class. It's a pity I hate vodka though, that most evil of all alcoholic beverages. But this winter, Jägermeister, that pinnacle of deliciousness (note: all writers' opinions are their own and do not reflect the views of the publication), is coming along to solve all our problems by releasing a spiked cold brew - Jägermeister Cold Brew Coffee.
Despite the name, the company still recommends that it be served as an "ice-cold shot", which is probably for the best, since the flavored liqueur clocks in at 33% ABV. According to an announcement by Jägermeister earlier this week, the drink contains the digestif liqueur's trademark recipe of "56 herbs, blossoms, roots, and fruits," but with the addition of cacao and Arabica coffee. "Inspired by the need for a complex and flavorful product that would complement those high energy moments, we at Jägermeister are continuing to innovate to meet consumer demands and flavor profiles," Food & Wine reports Chris Peddy, chief marketing officer of Mast-Jägermeister US, saying in the announcement. "We wanted to recruit a new generation of drinkers, and in order to do so, we knew we had to create the perfect liqueur to be enjoyed across numerous occasions." We see what you're getting at there, Jägermeister. We see you.
Just found out jägermeister is making a cold brew flavor. I’m gonna die. Of happiness. And alcohol poisoning. But at least I’ll die happy.— I Just Really Love Moths (@lizardwoman4) September 4, 2019
Cold Brew Jaeger: Perfect for those times you want to be awake when the hangover sets in.https://t.co/KzrYYeH3tk— Allie Hartwick (@hartwizzle) September 4, 2019
We're ignoring all the haters on Twitter, because while Jäger and coffee might be an acquired taste for some, it's a popular mix among fans of the liquorice-esque liqueur. And it looks like the mothership has been listening all along. "Combining Jägermeister with coffee has been a fan favorite for years, so we wanted to perfect that experience for our consumers and create a product where those flavors were perfectly balanced," Jack Carson, director of innovation at Mast-Jägermeister US, said in a statement.
Even worse than the vodka one: Jägermeister Cold Brew Coffee.— Paramita Mohamad (@sillysampi) September 4, 2019
Undebatably belongs in the “just because you can, doesn’t mean you should” category.https://t.co/0W1Oxe99CB
"Jägermeister Cold Brew Coffee fits seamlessly into our portfolio while speaking to our audience who want to live boldly and experience disruptive new things," Carson added in his statement. Well...he's not wrong about the disruptive. Jägermeister Cold Brew Coffee hits shelves in the US and UK in January 2020, and will retail at $24.99 for a fifth (750 milliliters) or $32.99 for 1 liter. I guess I know what my New Years Day breakfast is going to look like.