Coffee shots are usually best saved for when you’re enduring a particularly sleepy commute. There aren’t many more effective ways to give you a jolt on the tube, short of hanging your head out of the window - and one of those methods carries the very real risk of decapitation. However, even though the modern coffee drinker has many potential options on the table, one of the world’s most notorious digestifs may have just completely changed the rules of the game.
Famous herbal liquor makers Jägermeister have just unveiled plans for an unexpected type of alcoholic coffee. Although it won’t hit shelves until at least 2020, the company have confirmed that customers will soon be able to get their hands on Jäger cold brew, made to the same recipe as their original and wildly popular drink.
Even though the new cold brew will contain both arabica and cacao as part of its ingredients list, Jägermeister stress that it will still deliver the drink’s signature unique flavour. According to the announcement, the drink contains “Jägermeister's 56 herbs, blossoms, roots, and fruits," carries 33% ABV and is unequivocally “geared towards shot lovers.”
In a press release, Chris Peddy, chief marketing officer of Mast-Jägermeister US, revealed:
"Inspired by the need for a complex and flavorful product that would complement those high energy moments, we at Jägermeister are continuing to innovate to meet consumer demands and flavor profiles. We wanted to recruit a new generation of drinkers, and in order to do so, we knew we had to create the perfect liqueur to be enjoyed across numerous occasions."
This was echoed by Jack Carson, Mast-Jägermeister US's director of innovation, who added:
"Combining Jägermeister with coffee has been a fan favorite for years, so we wanted to perfect that experience for our consumers and create a product where those flavors were perfectly balanced."
Though the drink has not yet hit shelves, the brand have already issued serving suggestions to customers. Jägermeister stress that the drink is “best served as an ice-cold shot,” hinting that it may not be ideal for a commute. A 750ml bottle is widely expected to retail for $24.99.