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Jägermeister reorganises UK set-up
Cellar Trends has agreed a deal with Mast-Jägermeister to set up the first distribution subsidiary outside Germany for the Jägermeister brand.
After 13 years building the herbal liqueur brand’s business in the UK, Cellar Trends has now created a daughter company called CTJM which will look after all Jägermeister’s activities in its third largest market when it begins trading in October.
The move will see the transfer of around 50 Cellar Trends employees, who already look after Jägermeister’s UK business, to the new subsidiary. The company confirmed that there would be a “seamless continuity of service”, with no change to customers’ ordering, invoice and payment points, nor existing supplier contracts.
Once established, CJTM will then be transferred to Jägermeister in the form of Mast-Jägermeister UK, which will be headed by Guy Lawrence, the former European managing director for Russian Standard. While the new company plans to recruit additional staff as part of its growth plans for the brand, Cellar Trends will continue to work with the subsidiary “to ensure business continuity.”
“We all agreed that this is the best way forward for us, the brand and our people,” commented Martin Watts, joint managing director of Cellar Trends. He emphasised that the company “will continue to operate as a leading independent family owned distributor and we will further build our premium spirits portfolio for our international partners with the same passion and quality as before.”
Michael Volke, member of the executive board at Mast-Jägermeister, added: “The decision to establish a fully owned distribution company would not be possible without the outstanding success and capabilities of our partner Cellar Trends in building consumer relevance and a substantial business for Jägermeister.”
Describing the UK as “one of the most dynamic Jägermeister markets in the world,” Volke continued: “The British spirits market also often sets the trend for the category elsewhere, so managing the development of the brand here has become of major importance to us.”
Ranked 11th in The Drinks Business Power Brands 2013, Jägermeister sold 89.2 million 70cl bottles last year across more than 90 countries. The UK market currently accounts for sales of 6m bottles per year.