Jägermeister has partnered with Stone Brewing, Lord Hobo Brewing Company, Oskar Blues Brewery, JW Wakefield and Maui Brewing Co. to create unique beer pairings complementing Jägermeister’s 56 ingredients and the unique nuances of the selected brews. These beer pairings will be available for purchase throughout on and off-premise accounts across the country.
“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.”
The brands have united to develop a video content series featuring Jägermeister’s Brand Meister, Willy Shine on his journey to tour the country, visiting the top craft breweries to learn just how “perfekt” a Deer & Beer can be together in a video series called “Deer Meets Beer” that lives on Jagermeister.com.
As an additional tool, a dedicated microsite will feature a Deer & Beer map to explore where to go to satisfy your deer and beer cravings nearby and an interactive quiz to help find the perfect beer to pair with your deer.
This 360 marketing program serves as a kicking off point for an evergreen brand platform that will extend throughout the year featuring new Deer & Beer pairings and consumption occasions.