Jägermeister Ireland is to 'educate' it's trade and consumers, following a landmark 'passing off' case in the UK, according to a statement the spirit brand issued today (14 February).
Jägermeister is working with its Irish licensees to ensure that all the required trading standards are met.
The need for greater awareness and education among trade and consumers was compounded, after a city centre bar in Norwich was fined in excess of £16,000 for deceiving the public and for misusing Jägermeister trademarks on their promotional material.
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The UK bar was found guilty of 'passing off' when it was revealed that it was serving it's customers a Jägermeister imitation product, without their knowledge.
Speaking in relation to the case Dr.Finke, Head of Raw Materials & Manufacturing at Jägermeister said, “Here at Jägermeister we take great pride in our product, which has been mastered over the years in Germany to ensure that each and every shot of Jägermeister, no matter what the preferred consumer serving, is the highest quality and full of flavour. This is something consumers have come to love and expect. Practices such as ‘passing off’ damage the Jägermeister brand, as well as that of the offending licensee who will build mistrust among their consumers.”
The spirit brand is also calling on consumers to remain vigilant and to ensure that they are served what has been ordered.
“We are extremely lucky that the licensees we work with are responsible business owners, and we will continue to work to ensure that we are supporting them, and increasing the education surrounding the dos and don’ts and their responsibility in this area in keeping with the law. We would also advise members of the public to be aware of their consumer rights, and not to accept an imitation product in the place of the real thing, if they are aware that this is happening”, concluded Dr.Finke.
Jägermeister is the 7th best-selling spirit brand in the Irish on-trade sector.
© 2017 - Checkout Magazine by Donna Ahern