Jagermeister Boosts Up Summer Marketing Activity by David Brbaklic

We all know music festivals and beer just don’t go one without the other. However, Jagermeister, herbal liqueur manufacturer from Germany, decided to step in, and become affiliated to music festivals as well.

This summer, the brand is to launch a series of ad hoc events at music festivals across the UK, as a part of a wider strategy whose aim is to establish a connection between Jagermeister and rock music. According to the brand, educating people about the “perfect ice cold shot” is its biggest growth opportunity, so the plan is to place three Jagermeister trucks at the largest festivals this summer (e.g. Leeds, Hard Rock Calling), in order to boost up sampling activity.

Photo: myspace.com/jagerettesuk

According to Nicole Goodwin, Jagermeister UK’s group marketing manager, people like brands that provide special experiences at festivals, rather than just sell products.

“This year, our focus is to bring our brand experience to more music lovers across the UK, with presence at over 25 festivals during the summer months,” Ms. Goodwin added.

Jagermeister’s goal is to attract more consumers within their target audience (20 to 30 year old people) by inviting them to experience the unique ice cold shot, as well as continue the brands tradition of supporting bands on the rise.

Although Jagermeister doesn’t push TV advertising too hard (for example, first TV campaign in Australia was launched just a few months ago), the brand invests heavily in attending music festivals and organizing promotions in order to make themselves visible. This seems to be a legitimate tactic, as Jagermeister became internationally recognized for its uniqueness.