JÄGERMEISTER’S outer packaging will be changed from orange to green as part of a major update for the brand.
The boxes are being refreshed so that they fall in line with the dark green colour of the Jägermeister bottles, although they will still have accents of orange and gold.
The firm will also launch its Mini Meister ‘shots to go’ bottles in a 9-pack of 20ml mini bottles, as well as in 10x20ml, 24x20ml, 90x20ml, and 96x20ml sizes.
Wolfgang Moeller, vice president of global brand marketing at Jägermeister said: “This packaging relaunch will help us achieve a consistently premium look in line with the Jägermeister brand world design.
“We are reaching this global objective without jeopardizing the recognition factor of our brand, as comprehensive research from the markets shows.”
The new packaging will be first released in the European market from this month, then gradually introduced globally.