The pack encourages shoppers to chill the liquor to -18 degrees, while also keeping other products bought for picnics cool, too.

The 35cl packs have an RRP of £13, and the brand is urging retailers to promote it as part of barbecues, festivals, picnics and summer nights in displays.

Giles Mountford, category and trade marketing manager at Jägermeister, said: “The cool pack is designed to educate consumers about how to store and enjoy the spirit, while creating new ways to enjoy the product.”