To encourage Millennial consumers to drink Jägermeister this summer, the herbal liqueur brand has unveiled the “Deer & Beer” marketing program.
The campaign aims to showcase how Jäger’s blend of 56 herbs, blooms, roots and fruits lends itself to complement a number of craft and seasonal beers.
For example, the company says, the spicy earthy, bitter and fruity citrus headnotes in Jägermeister will enhance the floral, citrus and spicy bitter notes in an IPA. The bitter, fruity and citrus notes will bring out more of the bitter and citrus flavors in an American ale, the company claims, while the floral, spicy and earthy headnotes in the liqueur will enhance the floral flavors in a pilsner.
Jägermeister has partnered with independent craft brewers including Stone Brewing, Lord Hobo Brewing Co., Oskar Blues Brewery, JW Wakefield and Maui Brewing Co. to create beer pairings complementing Jägermeister’s ingredients and the nuances of the selected brews.
These beer pairings will be available for purchase throughout on- and off-premise accounts across the country.
The brands have united to develop the “Deer Meets Beer” video content series featuring Jägermeister’s Brand Meister, Willy Shine, as he tours craft breweries to learn about Deer & Beer pairings. Jägermeister also has a digital partnership with Foursquare to educate consumers on beer pairings. A dedicated microsite will feature a Deer & Beer map to explore where to go to “satisfy deer and beer cravings” nearby, and an interactive quiz to help find beers to pair with a Jäger.