It's certainly a strong way to start the day.

By Tim Nelson
September 03, 2019
Jagermeister

For some drinkers, the black liquorice smell of Jägermeister— or even just the sight of its distinctive green bottle— is associated with memories of brutal hangovers and 20-something fun times. But as is so often the case, maybe adding coffee will change things for the better. At least that’s the theory behind Jägermeister Cold Brew Coffee, which combines the traditional 56 herbs, blossoms, roots, and fruits of Jägermeister with cacao and the kind of Arabica coffee you’d usually drink to revive yourself the morning after a night of a few too many Jäger shots.

This isn’t some mad science experiment that aims to heighten Jägermeister’s destructive capabilities, but a formalization of how Jäger fans have already enjoyed the (in)famous German digestif. “Combining Jägermeister with coffee has been a fan favorite for years, so we wanted to perfect that experience for our consumers and create a product where those flavors were perfectly balanced,” Jack Carson, Director of Innovation at Mast-Jägermeister US, said in a press release.

At the same time, Mast-Jägermeister CMO Chris Peddy says that the company “wanted to recruit a new generation of drinkers,” which is why “Jägermeister Cold Brew Coffee presents consumers with a premium product that will embrace the unexpected and defy expectations.”

The end result of this foray to the frontiers of caffeinated liquor is a 33% alcohol by volume offering that’s best served as an ice cold shot. It should appeal to coffee lovers, people seeking a classier, simpler update on the Jäger bomb, and degenerates who want some caffeine with their morning shot at the pub.

It’s worth pointing out that this attempt to reach a new generation of drinkers isn’t some higher-proof update on the heart-palpitating OG formula of Four Loko. Though the caffeine content will vary, Jãgermeister says that the caffeine content in a shot should be somewhere around 10% of what you’d find in your typical cup of brewed coffee. That’d make it a little over twice as strong as your average cup of decaf coffee. So you’d have to have quite a few shots of Jägermeister Cold Brew Coffee to feel like you could run through a brick wall— at which point you’d probably feel that way without the added caffeine anyway.

If nothing you’ve read above has sent you running for the hills and you’re ready to coffee and booze in a radical new way, you can sign up here to find out when this potent beverage is available near you. Godspeed.  

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