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Jägermeister returns to ‘musical roots’

Herbal liqueur brand Jägermeister has announced a year-long partnership with music artist Slowthai, kicking off with a UK-wide pub tour in February.

Jägermeister is said to ‘reach perfection’ when served as an ice-cold shot at -18°C.

The Jägermeister Best Night of your Life UK pub tour will see Slowthai, real name Tyron Kaymone Frampton, perform at six venues in the UK, starting in Sunderland on 23rd February.

Christian Stindt, Mast-Jägermeister marketing director, said: “Jägermeister is thrilled to be partnered with Slowthai for the Jägermeister Best Night of your Life pub tour.”

The tour is a chance for Jägermeister to strengthen its musical roots, supporting live music at an affordable and accessible price, down to the local pub.

Stindt continued: “Slowthai represents everything that [the brand] stands for – creativity, high energy, and bringing like-minded people together. As an artist, he brings to life every venue he performs at.”

The tour will take place in local pubs across the country, bringing his live gig experience back to six venues including: Bootleg Social in Blackpool; Craufurd Arms in Milton Keynes; The George Tavern in London; Moles Club in Bath; and The Black Prince in Northampton.

Both the brand and Slowthai said they are keen to support local venues and loyal fans, with tickets priced at an ‘inflation-busting’ £1 (US$1.20) each.

Fans will be able to experience Slowthai’s forthcoming studio album Ugly live for the first time.

Slowthai, whose debut album was nominated for a Mercury Music Prize, commented: “I make music for myself, but I wouldn’t be where I am without my fans.

“It’s important to me that people can have access to me and my music, so I wanted to go to some new places and play this album first. Times are tough for a lot of people and working with Jägermeister has helped me keep tickets to only a quid.”

Tickets for the tour will be available for pre-sale from 10am GMT on 13 February via ticket vendor Dice, and can also be pre-ordered via Slowthai’s website.

In November, Jägermeister named the winner of its 2022 Meister Hunter competition.

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