Jägermeister ORANGE – the new light and citrus-forward flavour now available in Bulgaria

The new product combines Jägermeister’s original recipe of 56 herbs with natural orange flavour and is available on the Bulgarian market, distributed by Coca-Cola HBC Bulgaria

Jägermeister introduces Jägermeister ORANGE to the Bulgarian market – a new year-round offering that combines the brand’s iconic character with a fresh, fruity, and lighter flavour profile.

Following its successful positioning in Germany, Austria, and the Czech Republic, where it quickly became a permanent part of the portfolio in both bars and retail, Jägermeister ORANGE continues its international expansion. Bulgaria is among the new markets where the brand is launching the product in 2026, with distribution handled by Coca-Cola HBC Bulgaria as part of the company’s 24/7 portfolio.

Jägermeister ORANGE was created in response to the growing consumer interest in fresher, fruit-forward, and highly mixable spirits. The liqueur is suitable both as an ice-cold shot and as a base for fresh and easy-to-mix cocktails. With this new product, the brand expands consumption occasions and responds to the demand for fresher, more modern, and lighter flavour profiles.

“With Jägermeister ORANGE, we are responding to changing consumer habits without moving away from the essence of the brand. The spirit is fresher and lighter in profile while remaining unmistakably Jägermeister,” said Gunar Splanemann, Senior Director Global Innovation & Design at Mast-Jägermeister SE.

At the heart of Jägermeister ORANGE is a combination of oranges and mandarins with a finely balanced bitterness, complemented by the original recipe of 56 herbs. The essential oils are obtained from the peels of citrus fruits sourced from a selected region in Sicily through a particularly gentle process that preserves the drink’s pure and fresh citrus profile.

“What matters is the method of processing, in order to transfer the fresh character from orange and mandarin peels into the spirit as effectively as possible, which underscores the spirit’s uniqueness,” added Berndt Finke, Vice President Products & Quality at Mast-Jägermeister SE.

The recognisable bottle retains Jägermeister’s iconic shape, while the transparent design and the liquid’s bright orange colour create a modern and distinctive presence both behind the bar and on retail shelves.

Consume responsibly!
www.konsumirai-otgovorno.bg