GERMANY. Drinks company Mast-Jägermeister has announced positive results for the 2022 fiscal year, despite challenging market conditions.
The company reported sales volume of 9.4 million nine-litre cases of Jägermeister, a rise of +8.1% year-on-year, marking a new record for the spirits producer.
The company’s global travel retail business “developed very positively”, said the company, recording double-digit increases in sales volume.
Mast-Jägermeister noted a sharp fall in business in China – “an important growth market” – and the suspension of its business in Russia following the invasion of Ukraine.
Despite these headwinds Mast-Jägermeister said: “Thanks to its very well-balanced global presence in now more than 150 countries, sales losses in these two markets were more than offset by significant growth in all regions”.
Western and Eastern Europe, North America, Latin America and the Middle East/Africa regions all posted double-digit growth.
Positive sales were also recorded in Germany and the UK, while Mast-Jägermeister highlighted South Africa as “an outstanding success story”. Within a short period of time, the country has become the third-largest market for the company, with 778,778 nine-litre cases sold in the year.
According to Mast-Jägermeister, travellers were attracted to the brand by its ‘The Secret is You’ international campaign at major airports.
Another global brand campaign, ‘Save-the-Night’, which supported nightlife with creative concepts and high investments during the COVID period, continued in 2022.
Jägermeister also launched its first cooperation with the NFT community HAPE and positioned itself in the Web3 universe.
Mast-Jägermeister noted the strength of the group’s Teremana tequila brand, founded by Hollywood actor and entrepreneur Dwayne Johnson and marketed in North America since 2020. Teremana’s growth continued last year, with sales volume increasing +43% to 911,000 nine-litre cases.
The company has also strengthened sales and distribution of its craft brand Gin Sul, from Hamburg-based spirits manufacturer Altonaer Spirituosen-Manufaktur, and part of the Mast-Jägermeister portfolio since July 2018.
For the current fiscal year, the company is “planning conservatively and with only moderate growth for its core brand Jägermeister due to the diverse market risks”.
Mast-Jägermeister CEO Michael Volke said: “We continue to see great potential in almost all global regions. At the same time, the consumer climate is currently at a low level worldwide against the backdrop of political uncertainties as well as high inflation combined with rising energy costs.”
Of its expectations for Teremana tequila, the company noted: “We are planning for continued strong demand and, as a result, market share gains both for the tequila category and disproportionately for Teremana, especially in the largest market, the USA.
“The long-term brand development together with Dwayne ‘The Rock’ Johnson is in the foreground,” Volke added. 
