Jägermeister has unveiled a spirited schedule of events for the capital’s biggest cocktail showcase – as the German brand becomes an official sponsor of London Cocktail Week (LCW) for the first time.
As part of the partnership, Jägermeister will bring its unique irreverent spirit and traditional German heritage to the week’s festivities, with a range of activations and serves designed to grab consumer attention, educating them on the quality and versatility of the iconic herbal liqueur.
Jägermeister-Platz; the epicentre of Jägermeister’s activity, will pop up at the official LCW Cocktail Village in Spitalfields. A bespoke £6 menu designed by Jägermeister UK’s award-winning Brand Ambassador, Florian Beuren will feature several new creations, including the Root56 Reloaded – a fresh take on the brand’s summer long drink, consisting of; Jägermeister, ginger syrup, orange and lemongrass bitters, topped with soda (and garnished with mint, lime, lemongrass and cucumber). Jägermeister’s elite network of bartenders – The Hubertus Circle – will also man the stand to ensure consistently perfect serves and consumers can enjoy the mind blowing talents of award-winning magician, Brendan Rodrigues, famed for his unique combination of bartender flair and stunning magic tricks.
From Wednesday 4th October, Jägermeister-Platz will showcase MANIFEST – the world’s first super-premium herbal liqueur, launched in the UK earlier this year. The expert tutorials, hosted by Florian Beuren, will educate the crowds on the intricacies of this exciting new brand extension and consumers can sample the exclusive spirit in a cocktail for one hour per day.
To honour Jägermeister’s German roots and bring some Berlin vibes to the city, the iconic brand has also teamed up with the talented former JägerMusic artist and chef, Dale Evans, to create a delicious Jäger inspired brunch. Held on Saturday 7th October at Hoxton Square Bar & Kitchen, ticket holders will be served a modern German feast, alongside a range of inspired Jägermeister serves – perfectly matched to each dish.
Staying true to the founder’s innovative approach, Jägermeister will host a series of additional events around London; including several takeovers of the JägerSoho space (from leading industry experts: Mix and Muddle, Drinki and Meat Liquor) and special offers on Jägermeister cocktails in bars across the capital.
Nicole Goodwin, Marketing Director for Mast-Jaegermeister UK comments: “Jägermeister has long been known as a spirit which is loved by bartenders and the industry for its bold flavours, as well as its bold brand spirit. With 56 herbs and spices making up this unique spirit, Jägermeister naturally lends itself to experimentation and cocktail creation – which is why it makes perfect sense for us to be involved with London Cocktail Week. As a brand that’s known for taking things to the next level, this London Cocktail Week we’re determined to share our innovative approach to product perfectionism with leading trade partners and consumers in the UK. “