Not Your Everyday Ingredients: Small Town Brewery Forms Fall Promotional Partnership with Jägermeister

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Two iconic brands with similar heritage together for the first time

Small Town Brewery, the maker of Not Your Father’s Root Beer, and venerable spirits brand Jägermeister have teamed up to create fall cocktails with a touch of herbs and spices; the key elements both brands are known for. With the partnership, the first for Small Town Brewery and Jägermeister, retail discounts will be offered for both individual and combined purchases of Not Your Father’s Root Beer and beloved premium herbal liqueur, Jägermeister.

Jägermeister is defined by its iconic taste based on a safely guarded secret recipe consisting of 56 natural herbs, blossoms, roots and fruits including star anise, cardamom, cinnamon and ginger roots. This passion for quality and devotion to heritage parallels that of Small Town Brewery, making this a partnership of like-minded craft brands that maintain their legacy and provide quality products to their customers.

The partnership features in-store promotions with the tagline, Not Your Everyday Ingredients, highlighted by the broader introduction of a rapidly growing cocktail, the Gentleman’s Root Deer as well as a “twisted” version. “We learned that the Gentlemen’s Root Deer and other cocktails with the two brands were being served in bars and restaurants across the country with great success and to our consumers’ delight. It makes great sense to share what we know about the mixability and flexibility of Not Your Father’s Root Beer and Jägermeister,” said Beth Marr, Marketing Director at Small Town Brewery.

“Jägermeister and Not Your Father’s Root Beer are both iconic brands that share the same roots and dedication to quality, pairing perfectly together,” said Marcus Thieme, chief marketing officer at Sidney Frank Importing Company, Inc. “We found that Jägermeister’s botanical flavors harmonize deliciously with Not Your Father’s Root Beer and this new partnership helps further our goal of reaching more consumers with an innovative take on fall cocktail offerings.”

Not Your Father’s Root Beer/Jägermeister ibotta purchase discounts (vary by state):

  • $3.50 cash back on Jägermeister
  • $1.00 cash back on 6-pack of Not Your Father’s Root Beer
  • $1.50 cash back Jägermeister & 1 6-pack or larger of Not Your Father’s Root Beer

“In our partnership with Small Town Brewery, Jägermeister has found a true ‘kindred spirit,’” says Thieme. “As America’s most highly awarded brew, we’re excited to offer a new artisanal Jägermeister cocktail offering to our loyal fans!”


About Small Town Brewery
After home brewing for over two decades, Tim Kovac founded Small Town Brewery in 2010. Kovac’s brewing focus developed as he unearthed his unique family brewing history, which dates back to the 17th century. His ancestor’s brewing practices - which included fruit-based recipes that use herbs, flowers, roots and berries - have inspired Small Town’s innovative offerings that pay homage to the roots of modern brewing. Small Town uses unique ingredients to create specialty beers with an unmistakable taste of nostalgia.

For more information on Small Town Brewery and Not Your Father’s availability, please visit us at or follow us on Facebook, Twitter, and Instagram.

About Jägermeister
Introduced 80 years ago, Jägermeister, German for “Master Hunter,” is the #1 selling imported liqueur in the United States. Ranked 8th by Impact International's definitive Top 100 Premium Spirit Brands, this herbal liqueur is one of the most successful premium brands worldwide and available in 117 countries around the world. The iconic taste of Jägermeister is not left to chance but is due to decades of experience, a safely guarded secret recipe consisting of 56 natural herbs, blossoms, roots, and fruits including star anise, cardamom, cinnamon and ginger roots, and 383 quality checks. The botanical ingredients are extracted in their raw, unprocessed form through a gentle, weeks-long process of cold maceration to create Jägermeister's base. The base is housed in more than 400 oak casks then "breathes" for one full year, which is a key element in creating the complex and balanced flavor of Jägermeister's legendary taste profile. Jägermeister Liqueur is 35% Alc. /Vol. and imported exclusively by Sidney Frank Importing Company, Inc., New Rochelle, NY. SFIC is a wholly owned subsidiary of MJUS. Visit and follow @JagermeisterUSA on Facebook, Twitter and Instagram. Drink Responsibly.

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Marijane Funess
Crenshaw Communications
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