Jägermeister Embraces the ‘Spirit Of Connection’ With Limited-Edition Orange Flavor

(Photo: Jägermeister)

Jägermeister is reimagining its nearly century-old recipe with a splash of citrus.

On Monday, the famed German brand unveiled Jägermeister Orange, a limited-edition offering that trades the liqueur’s brownish hue for something a little brighter and more seasonal. The launch is bottled at 33% ABV (two notches lower than standard Jägermeister) and purportedly incorporates the oils of three Sicilian oranges in each bottle. If the bittersweet, licorice-forward flavor of Jägermeister has never been your cup of tea, then this might be an ideal entry point.

The bottling is rolling out nationwide at a suggested retail price of $22.99. The brand recommends it be served as an ice-cold shot straight from the freezer, or mixed with lemon-lime soda over ice with an Aperol Spritz-esque orange slice for garnish.

“Jägermeister has always been about bringing people together,” Cindy Wang Simms, CMO at Jägermeister US, remarked in a news release. “With Jägermeister Orange, we’re introducing a new flavor experience that captures that same spirit of connection and energy, now with a fresh citrus profile. Its’ taste embodies the freedom and spontaneity of summer, whenever you want it.”

Jägermeister has been on the market for over 90 years, during which time it’s largely focused on its flagship liqueur (the one that you probably tried at least once during your senior year of college).

There have, however, been a small handful of offshoots over the decades. The brand currently sells a higher-proofed Manifest bottling aged for over 12 months in oak barrels, as well as a Cold Brew variant combined with Arabica coffee beans and cocoa. Orange appears to be its second-ever limited-time launch, following in the footsteps of last year’s Jägermeister Winter Edition, which combined the liqueur with flavors of vanilla, cinnamon, clove and cardamom.