‘Kindred spirits’: Not Your Father’s Root Beer and Jägermeister team up to show flavor compatibility

By Mary Ellen Shoup contact

- Last updated on GMT

Not Your Father's Root Beer and Jägermeister are aiming to show the versatility of their flavors through mixed cocktail recipes.
Not Your Father's Root Beer and Jägermeister are aiming to show the versatility of their flavors through mixed cocktail recipes.

Related tags: Distilled beverage

Small Town Brewery’s Not Your Father’s Root Beer (NYFRB) has partnered with botanical liquor brand Jägermeister to help promote sales of both companies during the holiday season, after seeing the success restaurants and bars had creating cocktails combining the two alcoholic beverages.

The partnership includes the promotion of cocktail recipes using both alcohol brands like the Gentleman’s Root Deer, a mixed cocktail made from three parts NYFRB, one part Jägermeister, and garnished with a lemon wheel.

“We learned that the Gentlemen’s Root Deer and other cocktails combining the two brands were being served in bars and restaurants across the country with great success,”​ Small Town Brewery marketing director Beth Marr told BeverageDaily.

“It made sense to share what we know about the mixability and flexibility of Not Your Father’s Root Beer and Jägermeister.”

In time for holiday rush

Jägermeister uses a mixture of 56 natural herbs, blossoms, roots and fruits including star anise, cardamom, cinnamon and ginger roots, which is in line with the complex flavor profiles consumers are looking for.  

“We know that today’s consumer is looking for simple ways to share great flavors, and the Gentlemen’s Root Deer, in both the classic and “Twisted” version absolutely deliver on this. The cocktails offer complex flavors and notes of herbs and spices, certainly on trend this holiday season,”​ Marr said.

As part of its promotion, consumers will get discounts and “cashback rewards” when they purchase either product through the rebate mobile app ibotta.

NYFRB will also be launching variety packs of all three of its flavors in 12-ounce bottles to facilitate further cocktail concoctions.

Not the ‘me too’ brand  

NYFRB bills itself as the “originator” ​of alcoholic root beer and “not the ‘me too’ brand,”​ Marr said. The launch of NYFRB in 2015 generated $104m from the sale of 2.4 million cases of the hard soda beverage, according to IRI data research.

After its launch dozens of other brands made their entry into the alcoholic soda market, pushing NYFRB to maintain its position as the innovation leader.

“Small Town Brewery remains dedicated to being the leader in flavored craft, and we’re confident that Not Your Father’s will remain the most highly awarded brand in flavored craft/hard soda segment,” ​Marr said. 

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