Is Jägermeister leaving South African shelves?

A circular claiming that Jägermeister, a German liqueur, is being withdrawn from South African shelves has gone viral on social media.

But is it true?

On the X app, an image of a notice about Jägermeister being discontinued, or at least withdrawn from South Africa, has gone viral.

The notice reads: “Jägermeister wishes to inform our valued consumers, retail partners and distributors that, following an internal review of our South African market operations, a decision has been made to discontinue the distribution of Jägermeister products in South Africa.

“Effective 31 January 2027, Jägermeister will no longer be supplied to liquor retailers, wholesalers or distributors across the country.

The notice added that “existing stock will remain available while supplies last”. It added that “once depleted, no further stock will be distributed”

In the fine print under the notice read the following: “This is a prank and is not an official statement from Jägermeister.

“No product discontinuation has been confirmed”.

‘NOT GOING ANYWHERE’

According to Jägermeister South Africa’s Facebook and Instagram page, the circular is fake news.

A post referenced the notice, stating: “Still here, not going anywhere. Discontinued? Never that. Always read the fine print”.

The liqueur is manufactured by Mast-Jägermeister in Germany, with a South African office in Sandton that is responsible for local marketing and sales.