Jägermeister has invested £1.2m in a summer ‘experiential programme’ in a bid to drive awareness among its core 24 to 35 year-old male consumers.
The German spirit brand will visit a number of major UK festivals, including Global Gathering and Sonosphere, and will for the first time sponsor the Tough Mudder ‘apre-mud’ after party events, featuring a Jäger bar equipped with photo booth.
The brand is hoping the tie-up with the endurance event will promote its ethos of ‘It Runs Deep’, which celebrates “deep friendships” and “creating long lasting memories”.
Other planned activity includes an underground party experience called the Jägermeister bunker at Global Gathering and a unique ‘Ice Bar’ experience at Download festival.
Jägermeister will also act as main stage sponsor at SlamDunk with the Jägermeister stage and will also sponsor the acoustic stages at Download, Kendall Calling, Bloodstock and Sonisphere.
Samantha Green, Jägermeister events manager commented: “The festival and events programme is one of our key methods for interacting with our core consumers.
“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.”
The announcement comes after the spirit brand set up a new company in April – Mast-Jägermeister UK – to focus on increasing distribution in key outlets relevant to its target audience.