Jägermeister Unearths Its Biggest Festival Activation To Date

£1m investment to drive optimum consumer engagement this summer.

Jägermeister, the UK’s best-selling speciality spirit brand, is taking its biggest ever experiential platform on this year’s summer festival circuit.

The £1million Jägermeister ‘Unearthed’ experience will be appearing at select UK festivals and has been designed to reflect Jägermeister’s heritage, quality and belief that extraordinary experiences are worth discovering – much like the brand’s complex taste profile.

The unique Jägermeister ‘Unearthed’ experience will provide its core audience, primarily 24-35 year old male consumers, with an original festival location – The Jägerhaus. Hidden in the woodland areas within the festival grounds of major UK festivals, the Jägerhaus is a unique activation which aims to bring friends together and maximise the amount of time they spend experiencing the Jägermeister brand.

Comprising four separate rooms that offer festival-goers an immersive experience which differs between night and day to reveal secret rooms and passages, the Jägerhaus will appear to have emerged from the festival grounds.

Made up of The Lodge, The Backyard, The Warehouse and The Loft, the 20x20m activation will feature Jägermusic artists and recently discovered bands and DJs who are about to make it big.

As well as a line-up of music, the Jägerhaus will also have interactive elements such as the Entrance Tunnel which greets guests with a sensory experience of mist made up of some of the 56 herbs and spices used to create Jägermeister. Several bars will also be located throughout the Jägerhaus, serving Jägermeister’s perfect serve: the Ice Cold Shot as well as Black Spice (Jägermeister Spice and Cola) and Root56 – Jägermeister’s new, refreshing summer serve, comprised of Jägermeister and ginger beer with a garnish of lime and cucumber.*

The Jägerhaus will also include a VIP area, The Loft, which provides an intimate and stylish environment, incorporating a bar with table service, serving a wider selection of Jägermeister cocktails as well as providing a direct view to the performing DJs and bands.

Samantha Green, Jägermeister Events Manager comments: “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.

“Jägermeister is known and loved as an authentic, traditional drink with an unconventional image and the Jägerhaus festival activation immerses consumers into the brand in a way which stays true to it.

“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 and Root56, the signature long drink, during the crucial summer months.”

Jägermeister’s unique festival platform and programme will be supported by PR and social media amplification to maximise engagement.

Festivals and events where Jägermeister will currently be present this summer, with more to be announced:

  • Field Day – London 6th-7th June
  • Kendal Calling – Cumbria, 30th July – 2nd August
  • Bloodstock – Derbyshire, 6th – 9th August
  • Rebellion – Blackpool, 6th – 9th August
  • BoomTown – Winchester, 13th-16th August
  • Bestival – Isle of Wight, 10th-13th September
  • Damnation – Leeds, 7th November

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