Jägermeister is running bars and parties at festivals and other events this summer to reach its core market of men aged 24 to 35.
As part of a £1.2million experiential programme, activities include sponsorship of endurance race Tough Mudder’s “apres-mud” party events across the UK, including a Jäger bar serving ice-cold shots and equipped with a photo booth.
It will also be at major music festivals such as Global Gathering on July 25 and 26 which will feature an underground party experience called the Jägermeister bunker. Offering a futuristic and immersive clubbing environment, it incorporates a shot bar and laser show as well as an outdoor courtyard area with a cocktail bar and seating space.
As part of the activity reaching 3.2million consumers, Jägermeister was a main stage sponsor at SlamDunk in May, including the Jägermeister stage. It is also sponsoring the acoustic stages at Download from June 13 to 15, Kendall Calling from August 1 to 3, Bloodstock from August 8 to 10 and Sonisphere from August 4 to 6.
The brand will also be bringing its popular “Deep Freeze” activation to Download, comprising a 10-metre destination bar as well as a VIP area and “Ice Bar” experience.
Jägermeister events manager Samantha Green said: “The festival and events programme is one of our key methods for interacting with our core consumers and is geared towards ensuring maximum awareness amongst a 24- to 35-year-old audience.
“With events taking place all over the UK, our trade partners will really benefit from the heightened brand awareness created throughout the summer.
“With a more varied programme, including smaller events with a large core target audience such as Bournemouth 7s and Summer Social, we have really aimed to build on the brand’s ethos of bringing friends together which is also conveyed with the sponsorship of Tough Mudder – a first for Jägermeister.
“Last year we saw shot sales of over 450,000 and this year we aim to increase this to over 550,000.”
Best served as an ice cold shot, Jägermeister is a unique herbal spirit that was developed by Curt Mast from a secret recipe and launched in Germany 80 years ago. The UK is the third biggest and most dynamic Jägermeister market in the world and is distributed in the UK by Mast-Jägermeister UK.
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