How do you get a shot at winning share of voice in trade media?

The Challenge

As the UK’s No. 1 shot brand and one of the most recognised spirits brands across the globe, Jägermeister is known for delivering the ‘best nights’ to consumers and has gained a loyal following.

The Hub was set the mission to achieving a solid trade comms approach across both the on-trade and off-trade with differentiated messages for each sector.

The Strategy

Our approach wasn’t to gain some PR coverage but to dominate share of the voice across all spirit editorial features and get the media seeking us out first and foremost for category insight and comment.

Segmenting our approach to communicate a clear, consistent message, our proactive sell-in to the on-trade was around the brand’s perfect serve, an ice cold shot, chilled to -18C straight out the freezer. Whereas in the off-trade it was to demonstrate the sales opportunity for retailers by targeting specific user at-home occasions.

Underpinning the sell and stock rationale, The Hub compiled compelling category insight in understanding consumer consumption habits and identifying where the shot opportunities were.

The Campaign

Leveraging our drinks trade expertise and exemplary media network, both editorial and commercial, The Hub media planned an impactful news and feature agenda and an impressive OTS paid media schedule.

The Results

Editorial coverage secured 1,140,986 OTS

Media planning including preferential positioning and added-value content inclusion generated 874,304 OTS

The brand was not only included with in feature copy, but captured a significant share of voice over and above the category competitor set with highlighted thought leadership commentary and strong visuals.

“The coverage achieved is great. We couldn’t be happier with the results.”
Head of Brand and Trade Marketing, Jägermeister

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