Jägermeister expands Northern Ireland investment through new partnership with Richmond Marketing
Premium spirits brand Jägermeister is increasing its focus on Northern Ireland after expanding its partnership with Richmond Marketing to include distribution and brand development across the region from 1 July 2026.
The move marks a significant milestone for the brand’s growth strategy across the island of Ireland and will see Richmond Marketing oversee Jägermeister’s operations across both Northern Ireland and the Republic of Ireland for the first time.
The expanded partnership follows a successful relationship between the two companies in the Republic of Ireland since 2023, during which time Jägermeister has delivered strong commercial growth, expanded distribution and increased visibility across the on and off trade.
The new Northern Ireland remit will be managed from Richmond Marketing’s Belfast office and is expected to support increased investment in local sales, customer relationships, trade activation and brand development activity across the hospitality and retail sectors.
The agreement reflects growing confidence in the Northern Ireland market, particularly within the premium spirits sector, with Jägermeister continuing to perform strongly among younger adult consumers through nightlife, festivals and music-led partnerships.
Established in 1992, Richmond Marketing is one of Ireland’s leading premium beverage distributors, representing more than 25 alcohol brands alongside a wider portfolio spanning beverages, snacks, confectionery, health and beauty.
The company operates the largest independent field sales team in Ireland and has built a strong reputation for developing international premium lifestyle brands in the Irish market.
Jörg Staege, Area Director Western Europe of Mast-Jägermeister, said:
“Northern Ireland is an important market for the Jägermeister brand and expanding our partnership with Richmond Marketing is a natural next step in our strategy across the island of Ireland.
“Richmond Marketing has delivered strong results for the brand in the Republic of Ireland over the past three years and we are confident this expanded partnership will help us further strengthen our presence, customer support and brand development activity across Northern Ireland.”
Barry Connolly, Managing Director of Richmond Marketing, added:
“We are delighted to extend our partnership with Jägermeister into Northern Ireland and to support the continued growth of such an iconic premium brand.
“Our Belfast team has built strong relationships across the hospitality and retail sectors, and we see real opportunities to further grow the brand through local market investment, customer engagement and impactful activation activity across the region.”
The appointment comes as Richmond Marketing continues to expand its Belfast operation and strengthen its position within the premium drinks sector across the island of Ireland.
About Mast-Jägermeister SE
Mast-Jägermeister SE is a family-owned company founded in 1878 in Wolfenbüttel, Germany. With approximately 1,000 employees worldwide, the company oversees the production and global distribution of its premium herbal liqueurs. Jägermeister is manufactured, since its invention more than 90 years ago, exclusively in Wolfenbüttel, with bottling facilities in Wolfenbüttel-Linden and Kamenz, Saxony.
In addition to the original Jägermeister, the brand portfolio includes Jägermeister Orange, Manifest, Cold Brew Coffee and the Seasonal Winter Edition. Since 2020, Mast-Jägermeister SE has expanded its global reach by adding Teremana, the craft tequila brand founded by Dwayne Johnson, and GIN SUL, a premium gin produced in Hamburg-Altona.
About Richmond Marketing
Richmond is Ireland’s leading premium brand builder and independent distributor. We have been growing brands and shaping categories within the beverage, snacks, alcohol and beauty sector since 1992. We pride ourselves on being market disruptors, challenge the status quo and bring new trends to the Irish market. We are your one-stop-shop to grow brands with expertise in marketing, sales and distribution across the Republic of Ireland and Northern Ireland.
