Are you fond of a Jäger bomb? Warning issued over fake Jägermeister being sold in pubs

They say that imitation is the highest form of flattery, but when it impacts customers’ basic consumer rights and quality it cannot be overlooked. A landmark court case win by Norfolk Trading Standards in the UK against a city centre bar which was found guilty of ‘passing off’ Jägermeister, has highlighted the need for greater awareness and education among trade and consumers. The 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 in outlet. Jägermeister, the 7th best-selling spirit brand in the Irish on-trade, is working with its licensees to ensure that all the required trading standards are met, and are calling on consumers to remain vigilant and demand they are served what has been ordered. This recent UK court case brought to life the issue of ‘passing off’, which is serving consumers, without notifying them, what they are led to believe is genuine Jägermeister, but in fact is an imitation product.   Jägermeister are working to eradicate this practise from on-trade and are recommending that consumers contact the NSAI or CCPC if they experience any instances of ‘passing off’.   Basic consumer rights stipulate that customers should not be misled when purchasing products they have asked for – if ordering a premium spirit or specific brand, they expect to be served with that premium product rather than an imitation or cheaper version. In the case of Jägermeister ‘passing off’ it is, more often than not, also a lower quality.   Mast-Jägermeister SE has trademarked and owns the intellectual property of the word ‘Jägermeister™’ so any product sold under this name globally must be genuine Jägermeister product and includes everything from menus, promotional flyers, POS or notices advertising this product. Jägermeister, which dates back over 80 years, and is produced by Mast- Jägermeister SE, in Wolfenbüttel Germany, has a rich heritage as one of the most popular herbal liqueurs in Irish bars, nightclubs and restaurants.     Speaking in relation to this concerning illegal practise Dr. Finke, Head of Raw Materials & Manufacturing at Jägermeister spokesperson commented, “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.   “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.   To report an instance of ‘passing off’ contact the National Standards Authority of Ireland (NSAI) on 01 8073800 or e-mail info@nsai.ie. Alternatively, contact the Competition & Consumer Protection Commission (CCPC) on 1890 432 432.