May 14th, 2012

Hard Time: Liquor Advertising Pours Into TV

By E.J. Schultz

Sold in the U.S. for decades, Jägermeister could be found in most bars but never on TV. That changed this month when the imported German cordial took the plunge, breaking the first TV ad in its history.

“We felt that it was important to speak to our core consumer [of 21- to 29-year-old men], and in order to do so we needed to have a presence on television,” said Amanda Blanco, brand manager for Jägermeister and VP at Sidney Frank Importing Co.

In doing so, Jägermeister followed what lately has seemed like a stampede of liquor brands to TV as marketers seek broad awareness for product launches or to build new buzz on old brands.

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