Be the Meister. It’s the slogan behind Jägermeister’s 2017 rebrand. The uniquely German liquor made with 56 herbs and spices, perfect for shooting via luge, is looking for more Meisters, including craft brewers and drinkers. Jägermeister, and its exclusive importer Mast-Jägermeister US, Inc., White Plains, N.Y., recently announced a new, 360 marketing program called “Deer & Beer” — aiming to pair Jägermeister with craft beer — and even partnering with famous brands like Stone Brewing and Oskar Blues to push its campaign. From the press release:
“Rooted deep in German tradition, the production of bitter herbal liqueurs such as Jägermeister is a significant part of German culture, just as is the brewing of beer,” said Chris Peddy, CMO of Mast-Jägermeister US. “Pairing Jägermeister with different beer styles allows us to communicate with consumers through new consumption occasions such as barbeques, tailgates, festivals, al fresco dining, camping and more. Deer & Beer creates new social moments for consumers to enjoy the iconic herbal liqueur by enhancing the flavor profiles it provides, allowing for a whole new tasting experience like never before.”
Jägermeister partners include “independent craft brewers” Stone Brewing Co., Lord Hobo Brewing Co., Oskar Blues Brewery, JW Wakefield and Maui Brewing Co. “who exemplify similar brand values such as dedication to quality, ingredients and process to create unique beer pairings complementing Jägermeister’s 56 ingredients and the unique nuances of the selected brews.” To commemorate this partnership, the brands came together to create a lot of video content featuring perfectly named Jägermeister Brand Meister, Willy Shine. Here’s a trailer.
As an additional tool, Jäger and friends hope to educate consumers on how and why its booze pairs perfectly with their favorite style of beer via a digital partnership with Foursquare. There will be a dedicated microsite that will feature a Deer & Beer map to explore where to go to satisfy your Jäger and beer cravings nearby and an interactive quiz to help find the perfect beer to pair with your deer.
Begin your search for a “perfekt” match right here. Or don’t. Choose wisely.