MIXOLOGY
TEXT
MICHELLE SLATER
PHOTOS
KARAN KHALSA
HOT
SHOT
At a time where our food and beverage
industry is quickly gaining momentum,
it’s no surprise to find yet another world
renowned liquor work its way into
Kenyans’ shot glasses.
Kenya is en route to becoming a top
priority for Jägermeister, as the brand
plans to expand their presence while
in the process of kicking off a new
partnership with Viva Global.
Walking into the lobby, the
perfectly groomed Marketing
Manager for the Middle East and
Africa, Thomas Männel, looks every
inch the quintessential Jägermeister
man. Thomas spends his time jet
setting across Africa to provide
world-class training for sales teams
and bartenders. As he settles into his
barstool he enthuses about why East
Africa has become such an important
and exciting market.
“You’d be surprised how many
people know of Jägermeister but
don’t really understand what it
represents; the brand, the product
and how to enjoy its rich flavour,”
explains Thomas. “That’s why my
main focus in Nairobi is to create
knowledge through interactive
training.”
Jägermeister has a complex,
beautifully blended character with
56 natural ingredients consisting of
selected herbs, blossoms, roots and
fruits from across the world, among
them star anise, cinnamon, ginger,
and other top secret herbs.
“The simplest rule for optimal
Jägermeister consumption is
temperature,” Thomas explains,
before requesting that the bar staff
taste a warm shot of Jägermeister
followed by an ice cold one and
compare the experience.
“I met with over 80 bartenders
and this was the ultimate ‘aha!’
moment for every one of them,” he
confides. “Drank warm, Jägermeister
is quite heavy and fills the mouth.
But chilled, especially in our
customized Jägermeister taps, the
ice cold temperature changes the
experience of the shot, transforming
it into something smooth, soft and
memorable.” The taps dispense the
chilled herbal liquor at temperatures
of minus eighteen Celsius, and are
currently being installed around the
city’s hottest bars.
FROM THE TOP
Thomas Männel, Thomas with Meera Karia - Business
Development Manager (Viva Global), Michelle Slater
42.