Mast-Jägermeister subsidiary invests in festival platform

The innovation and investment arm of Mast-Jägermeister, M-Venture, has made a “strategic investment” in digital festival platform Woov.

The investment in the Amsterdam-based site marks M-Venture’s first global tech investment.

Woov’s aim is to bring visitors, events, artists and nightlife together on a digital platform.

Christoph Goeken, managing director of M-Venture, said: “We choose our partners very carefully – and Woov perfectly fits into our portfolio. Woov shares our ‘best nights of your life’ mission.”

Goeken continued to explain that the aim of the partnership is to combine Jägermeister’s strengths with Woov “for the benefit of the mutual target group”.

Woov has experienced increased growth recently, and will collaborate with 800 festivals in 41 countries this festival season.

Woov founder Sebastien Westerduin said: “Our goal is to use our technology to actually improve and enhance live experiences all over the world – the collaboration with the world-famous lifestyle brand Jägermeister is a perfect foundation to achieve this.”

Mast-Jägermeister recently invested in Hamburg-based Gin Sul and start-up company Art Night.