Josef Meier character takes on Jägermeister

03 September, 2010

Herbal liqueur Josef Meier is launching a website and a social media campaign.

The brand, which launched in May 2009 and aims to provide a credible, accessible and cheaper alternative to category leader Jägermeister, is setting up an official Facebook page to go with the website.

Owner Cubic Brands has created a Josef Meier character, a young man in “guyliner” dressed a little like Russell Brand, who appears on the site alongside details of the liqueur and “quirky Bavarian facts”.

The site also features details on where consumers and retailers can buy Josef Meier, POS material, long-drink suggestions and a blog.

Josef Meier is the first brand created by Cubic, a company set up by former United Brands’ director Rob Preston.

He said: “The herbal liqueur category has been exploding for a few years now. We have made the liquid a little bit sweeter than our competitors to make it more accessible, and launched a cinnamon variant.”?Preston added that the company had made a significant investment into the website, which is to launch on September 13.

The idea for a social media push came after Preston discovered there had already been a number of blogs and Facebook entries about Josef Meier, with consumers telling each other where they could buy the drink.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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