Jägermeister achieves record sales

Mast-Jägermeister SE reports record sales for fiscal year 2021: after global business initially declined in the first year of the pandemic due to lockdowns in the restaurant industry, the company increased sales by 25.5 percent to 111.6 million 0.7-liter bottles in the past fiscal year, achieving an absolute record result with its global brand. Germany's largest spirits producer also invested in a stake in Dwayne Johnson's Tequila Teremana®, the most successful new launch in the spirits market in U.S. history.

Despite a persistently volatile market environment with recurring lockdowns and restrictions on public life, Jägermeister recorded rising demand in all regions worldwide. Markets in the Latin America, Middle East/Africa, and Eastern Europe regions showed particularly dynamic development. Michael Volke, CEO of MastJägermeister SE, attributes the significant increase in sales to the consistent and successful internationalization that the company has been pursuing for many years: "The effects of the pandemic have always had a very different impact on our business worldwide. Accordingly, we have adapted our marketing concepts quickly and flexibly to market conditions. The key success factors for this sales success were a globally well-balanced presence, very close cooperation with our worldwide distribution partners and, last but not least, the extraordinarily committed and flexible efforts of our employees."

The global initiative, which Jägermeister launched back in April 2020 under the title #SAVETHENIGHT to financially support artists, creatives and bartenders who are part of the nightlife scene, continued. The company provided several million euros for global partner projects and direct artist support as part of the initiative. On the digital platform www.save-the-night.com, artists and creatives stayed in direct contact with their audience through countless master drop-ins and master classes. In 2021, the international superstar Post Malone could be won as a prominent supporter of this unique initiative.

A milestone in the company's history is the long-term partnership with Hollywood star Dwayne Johnson and his Teremana brand, in which the family-owned company invested last year. Mast-Jägermeister is thus a strategic co-investor in the successfully positioned brand in the rapidly growing tequila segment. Since the launch of SuperPremium Tequila in 2019, Jägermeister has held the exclusive distribution rights. With more than 7.7 million 0.75-liter bottles in 2021, Teremana® Tequila is the most successful launch of a spirits brand in the history of the United States. Together, the brand will now be strategically developed and internationalized.

"This is a very exciting opportunity for our company to add such a strong and dynamic brand to our portfolio," Volke said. "It is a great addition to our Jägermeister family of brands, and we look forward to leveraging our marketing power in the global spirits industry to further expand the brand in the U.S. and bring Teremana to key markets around the world."

However, the outlook for the current fiscal year is cautious due to the war in Ukraine. In addition to direct market risks, there are strong uncertainties due to as yet unquantifiable effects on global procurement and sales markets. "Of course, the war has consequences for our planning and expectations. We have already suspended business with Russia and Belarus. However, the priority now is to help those affected by the war. We have made substantial funds available to support the international aid organizations and our Ukrainian distribution partner in this difficult situation," explains Michael Volke.