Jägermeister grows sales volume to 9.2m cases despite difficult spirits market
German spirits group Mast Jägermeister SE has increased sales volume and revenue in 2025, even as many global spirits markets declined. The performance was driven by the core Jägermeister brand and the rapid take-up of the Jägermeister Orange variant.
Mast Jägermeister SE increased global sales volume for the Jägermeister brand by 7.7% in 2025, reaching 9.2 million nine-litre cases. The result came despite what the company described as historically weak conditions across key international spirits markets.
Total revenue rose to €882 million over the same period. According to the company, the strength of the core brand supported growth across regions worldwide as well as in global travel retail.
Chief executive officer Michael Volke said the company managed to strengthen its market position even as major spirits markets contracted.
“In a year in which many globally significant spirits markets recorded declines, we succeeded in strengthening our position. Our depletions even reached record levels worldwide, an impressive testament to the strength of our brand,” he said.
Innovation supports consumer demand
Product development also contributed to the company’s performance. Mast Jägermeister SE said the recently launched Jägermeister Orange played a significant role in the increase in sales.
The flavoured variant, described by the company as offering a light and fruity taste profile suited to mixing, has already exceeded five million bottles sold worldwide.
In Germany, Austria and the Czech Republic the launch is regarded as one of the most successful spirits introductions of the past decade.
Volke told the drinks business that a strong focus on consumer behaviour has shaped the company’s strategy.
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“Placing the consumer at the heart of all our decisions has been the key driver of our exceptional results, being consumer-centric at each and every touchpoint and then delivering flawlessly in our execution,” he said.
“With our history and experience of catering to the needs of Gen Z consumers, we have also been able to deliver success through the rollout of Jägermeister Orange. With its light and fruity taste profile, this innovation created opportunities amongst new and existing consumers while being the perfect complement to our core offering. We look forward to building on this momentum in 2026 and beyond.”
Mixed performance across the portfolio
Beyond its flagship liqueur, the company also continued the international expansion of the premium Tequila brand Teremana.
Teremana entered more than 20 additional countries during 2025. However, the brand encountered pressure in the United States, where category weakness and inventory reduction affected performance.
Sales volume declined from 1.1 million to 1.0 million nine-litre cases in that market.
The Hamburg-based spirits producer Gin Sul, part of the group since 2018, developed more cautiously amid a consolidating gin market. During the year the brand released new variants including Lima Limão and Jardim do Paraíso.
Investment in production
The company is also investing in production infrastructure with a focus on environmental efficiency.
Mast Jägermeister SE is allocating more than €17 million to construct a CO₂-neutral barrel storage facility at its Kamenz site. The facility will incorporate environmentally friendly technologies aimed at reducing resource use.
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