Jägermeister

Jagermeister is a powerful brand with loyal brand fans and a dominant market share of the shot market. Brand Revolution was charged with elevating the luxury cocktail credentials of the brand and highlighting the brands high-quality production process and relevance as an exceptionally good cocktail base.

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STRATEGY

We set about getting the brand into the hands of some of London’s most influential ladies in the fashion and arts scene, as well as influential owners and leaders in the hospitality segment including high-end bar, restaurant and club owners, and the cultural elite of London's art and design scene. The reason? If they tried Jager cocktails and liked them (which was a given as jager cocktails are truly delicious) and they communicated this to their "circles of influence" (with a little help from us) then this would have a trickle down effect and reposition the brand.

Coupled with this we partnered with multiple music industry organisations and talent helping to maintain the positioning of the brand within the music industry – including integration with younger relevant Grime acts. We worked with titles like Elle magazine “we love these jager cocktails!” at their private events, with Warner Music UK at their conference, Hunger magazine at Tape, activations at The Ivy and partnered with the Institute of Contemporary Art and Frieze. 

We did “lock-ins” and served cocktails at private dinners and drinks with Muse, Damon Albarn, 2 door Cinema club, Mumford and sons and multiple others. We partnered with Nordoff Robbins music charity and The Silver Cleff awards (two pre-eminent music industry events) where we served drinks and had shout outs from Craig David, Lionel Richie and integrated with dozens of other talent – and we were the drink of choice for Bjorks digital film premiere….

But there’s more… we GIFTED OVER ONE HUNDRED AND FORTY TALENT with unique and branded signature bottles including The Manor, Biffy Clyro, Jess Glynne. We fed them Jäger Ice-Cream, Jäger Popcorn and miniature bespoke bottles for all the guests. We created and delivered branded fridges for Ed Sheerhan, Skepta and others.

We also attached Jager to ultracool ICA Associates – partnering with ultra cool Berlin label “PAN”, on an audio-visual programme of lectures, live performances and screenings - Illustrating the ongoing activities of it’s artists, 

We executed with the ICA Live Bar including nights with the Bala Club and Spiritland serving thousands of guests the Root 56, Black Spice, It’s a Jager Ting and ice cold shots from the Jager bar in conjunction with Frieze and London Cocktail Week.

THE RESULTS

With exposure to literally hundreds of Londons key cultural and musical influencers and taste makers, Jager garnered massive impressions and a significant uplift in sentiment with Jagers new recipes including the Purple Stag (made with Chambord and black berries) and the Jager Royal (made with elderflower and prosecco) becoming in demand and requested at multiple bars across the capital – and the cocktail journey has just begun.