Jägermeister to tour festivals with Jägerhaus
Jägermeister is spending £1 million on a summer marketing campaign that will see the brand represented at seven music festivals across the UK.
Its staff will roll up to the festivals and erect a four-room building called the Jägerhaus, where they will serve shots and cocktails and teach music fans about the herbal liqueur.
Jägermeister events manager Samantha Green said: “Jägermeister is a brand synonymous with music and music festivals.
“This year we’re excited to announce our biggest and most impressive activation to date. We are investing heavily in driving engagement amongst our key target audience at festivals that resonate with Jägermeister’s ‘unconventional’ brand DNA to increase engagement and deliver the full Jägermeister experience.
“This unforgettable festival experience is sure to create long-lasting memories between friends and the heightened awareness of Jägermeister’s serves presents licensees and retailers with a great opportunity to drive sales of the brand.”
The festivals it has targeted are Field Day in London, Kendal Calling in Cumbria, Bloodstock in Derbyshire, Rebellion in Blackpool, BoomTown in Winchester, Bestival on the Isle of Wight and Damnation in Leeds.
The Jägerhaus will be located in woodland within festival grounds will offer guests “an immersive experience which differs between night and day to reveal secret rooms and passages”.
Bands and DJs will play out to guests, who will also be greeted by “a sensory experience of mist made up of some of the 56 herbs and spices used to create Jägermeister”.
The brand is targeting men aged 24 to 35.