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Jagermeister has shifted gear to open a branded coffee shop in London. The break from the proprietary German herb and spice digestif comes in honor of the release of Jagermeister Cold Brew Coffee Liqueur, which marries the invigorating qualities of both drinks in one convenient glass.

Jagermeister is reaching out to hipster caffeine-fiends in London’s Shoreditch with the opening of a pop-up coffee shop today until 4pm for passersby to avail themselves of complimentary coffee.

Visitors will be able to quench their thirst courtesy of Caravan Coffee Roasters and take home a sample bottle of Jägermeister’s all-new Cold Brew Coffee to further stimulate the senses.

The refreshing beverage mash-up marks the release of the drink brand’s Cold Brew Coffee Liqueur, whetting people’s appetite for the after-dinner palate cleanser.

Drumming up business for its short window of operation, Jagermeister has also installed a custom dispensing billboard from which bags of premium coffee beans will be issued for anyone in need of a freebie morning pick-me-up.

Open to all on a first-come, first-served basis, the Coffee Haus goody bag will also include a Jägermeister Cold Brew mini, a coffee bean grinder and Jägermeister Cold Brew Cocktail Recipe Cards for those who pass its threshold.

London is experiencing a pop-up bonanza as brands fill the gaps of retreating retail with blink-and-you’ll-miss-them activations to reach new audiences.