Double the reason to celebrate

HERBAL spirit maker Jägermeister thinks the fact that the World Cup is taking place so close to Christmas provides retailers with an even stronger sales opportunity.

Research from Kantar has shown that 30% of consumers drink spirits at home when celebrating an important event.

Kantar also found 27% of shoppers drank spirits when watching sports on TV at home.

And with the football tournament and the festive season both being significant, stocking top-selling brands will be crucial for driving sales, Jägermeister claimed.

The firm highlighted its latest product – Jägermeister Cold Brew Coffee, which combines the distinctive original flavour with a barista twist – as ideal for watching early-evening kick-offs.

The brand urged stores to begin displaying engaging World Cup POS and stocking key products at the beginning of November.

Mast-Jägermeister UK head of brand and trade marketing Johnny Dennys said: “The camaraderie of sporting occasions is synonymous with Jägermeister – and what better occasion than the World Cup.”