Jägermeister to launch £1m festival activation

After hosting a gig on a moving iceberg last year, Jägermeister will invest £1 million in its biggest festival activation to-date this summer – the “Unearthed” experience.

As part of the activation, the German herbal liqueur brand will launch “The Jägerhaus” at a number of festivals taking place across the UK.

Hidden in the woodland areas within the festival grounds, Jägerhaus is a building comprised of four areas: The Lodge, The Backyard, The Warehouse and The Loft – a VIP section.

It will feature music by “recently discovered bands” and “interactive elements” such as an Entrance Tunnel where guests can enjoy a sensory experience of the 56 herbs and spices used to make Jägermeister.

Several bars will also be located throughout the Jägerhaus.

“Jägermeister is a brand synonymous with music and music festivals,” said Samantha Green, Jägermeister events manager. “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.”

Festivals which will feature the Jagerhaus include Bestival and Boom Town.

Last October, Jägermeister made history by hosting a gig with British metal band The Defiled on a moving iceberg in freezing conditions.

The gig came two years after the brand broke the Guinness World Record for the coldest gig ever, when they flew ex-Busted singer Charlie Simpson to Siberia in 2012 to perform in -40C conditions.