Jägermeister signs on with Spirits Platform

August 2, 2023
By Rachel White

Effective September 1, iconic German liqueur brand Jägermeister will leave Brown-Forman and join Spirits Platform, who will take over as the brand’s exclusive distributor in Australia. 

Matt Djokovic, Asia Pacific Vice President at Jägermeister, thanked Brown-Forman for what he described as an “excellent” 10-year partnership. 

“Looking ahead, Spirits Platform has an outstanding portfolio of premium brands, and an exemplary track record for delivering strong brand growth. We are thrilled to partner with Spirits Platform in our ongoing mission to provide Australian consumers with the ultimate nightlife experiences,” he said. 

Ian Atherton, CEO of Spirits Platform, said he and his team are excited to accept the baton from Brown-Forman, becoming Jägermeister’s exclusive Australian distributor. 

“We look forward to continue building the brand on what is already a solid foundation in both off-premise, as well as on-premise, where our consumers are seeking memorable brand experiences. Jägermeister complements our well-established premium spirits portfolio and leverages our strong route to market capabilities,” he said.  

Founded in Germany in 1878, Mast-Jägermeister SE is a family-owned company that currently ranks number eleven in the list of Impact Top Spirits Brands Worldwide 2022. The complex herbal liqueur is produced from a secret recipe of herbs, blossoms, roots, and fruits sourced from all over the world. 

Relative newcomers, Spirits Platform was established in 2015 and has quickly built a reputation for facilitating growth in the Australian market for premium brands wanting to maintain their independence. 

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