Global Brands looks set to capitalise on the booming Speciality Liqueur category with the launch of Jungfrau Kräuter Likör, a new herbal liqueur that adds to the company's innovative core brand portfolio.

The 30% ABV liqueur has been launched in response to consumer demand for Kräuter Likör, a market which has doubled in size year on year.

With only one clear brand in the category, Global Brands spotted the opportunity for a better value option for consumers within Speciality Liqueurs, and marketing director, Simon Green commented:

"Speciality Liqueurs is the second fastest growing category in the off trade and remains static in the on trade against a Spirit market decline of - five per cent. This market is clearly very profitable and a winner with consumers, yet it is comparatively unsaturated."

"Consumers need choice, and we believe that the quality of our product, the great story behind the brand and the support we have planned for our customers will ensure Jungfrau is the preferred choice for those consumers."

Jungfrau is based on the mythical story of a secret herbal tonic that helped two brothers become the first explorers to reach the summit of Switzerland's notorious Jungfrau Mountain in 1811. Available in 70cl bottles, the brand's identity is about reflecting the adventurous and free- spirited personalities of Jungfrau's 18 to 24 year-old target market.

Launched this month, the challenger brand has been well received by the trade and is already listed with National on and off trade distributors.

Designed to be enjoyed straight or as a cocktail base, Jungfrau contains a carefully selected blend of more than 40 spices, herbs and their roots, fruits and their peels, and flowers. Aniseed, bitter orange and white turmeric are added to achieve the product's unique taste and aroma.

Global Brands will support the launch with a range of bespoke POS and barware, such as black Jungfrau shot glasses, tent cards, twisted shot glasses and Jungfrau awareness posters. The company's dedicated customer marketing team has also designed a menu of suggested serves for the brand, such as Jïnger Spice - 25ml Jungfrau over ice, with Ginger Ale and a squeeze of fresh lime.