In 2016–17, there were 2.32m students studying at UK higher education institutions and more than half of the students surveyed as part of Jägermeister’s research said that they enjoy an alcoholic drink at least once a week, with 35% drinking 3-4 times a week.
Nicole Goodwin, Jägermeister marketing director, said: “Jägermeister is a brand that students trust to get the party started on a night out, both at home and venue with a range of consumption serves – from ice cold shots to innovative cocktails.
“Despite general category decline, Jägermeister continues to be at the forefront of students’ drinking choices. Synonymous with group celebrations like freshers’ week, the brand represents a great opportunity for retailers and licensees to drive incremental sales.”
The research also unveiled that on average, each student consumed 14 shots in freshers’ week and that Jägermeister is the shot of choice for students, with the German herbal liqueur making up 31% of all shots sold in student unions.
According to the brand, 1.8 shots of Jägermeister are sold every minute of every day in the UK and herbal liqueurs make up 56% of all shots sold in student unions, making shots worth £1.5m every year.
