Jägermeister has revealed a new “Ice Cold” wrap pack that will launch exclusively to the convenience channel this month.

The new Jägermeister promotional pack offers shoppers the chance to win one of 30,000 prizes, including branded merchandise such as Jägermeister shot glasses and money-off vouchers to redeem at the brand’s website.

The top prize is a VIP trip for four people to France’s winter festival, Snowboxx, including flights and luxury accommodation.

In a bid to educate consumers on how to best enjoy Jägermeister, the bottle will reveal a unique code when it is chilled to the optimal serving temperature of minus 18 degrees. Shoppers will then be directed to the Jägermeister e-shop to enter their code and discover which prize they have won.

The Jägermeister Ice Cold promotion was first launched in the grocery channel and the brand reported “a significant uplift in sales and impressive consumer engagement”, so it decided to create a bespoke version into the impulse channel, with prize fund worth £190,000.

Trade marketing manager Giles Mountford said: “The new Ice Cold pack has been designed to educate our fans in an engaging way – only revealing the promotional codes when it hits the ideal serving temperature.

“The convenience channel is a key sector for Jägermeister, with the brand outperforming the wider category, so we’re really pleased to launch an exclusive pack offering added value and something unique to both the retailer and of course, shoppers.”

There are 30,000 of the 50cl Jägermeister Ice Cold promotional packs, which are price marked at £14.99 and available in the convenience channel this month.