Jägermeister’s family owners Mast-Jägermeister SE has taken a unique step by changing the front label of its iconic liqueur to help raise funds for those impacted by COVID-19.
The #SaveTheNight limited edition bottle will be available in Australia and the brand said the illustration on the front label “sends a strong message of hope to the nightlife communities and a signal of solidarity with people who usually make the night”.
In a statement, the company said: “The launch of the desirable bottle is backed with the commitment of Mast-Jägermeister to provide additional one million Euro to the markets that make the bottle available.
“The money will be used to help artists, creatives, bartenders or club-owners who are facing never before-seen hard times and are struggling to make a living.”
The Limited Edition Bottle is part of Jägermeister’s global #SaveTheNight initiative, which was created to support both sides of the nightlife community: Artists, creatives and bartenders whose livelihoods have been impacted by the crisis, and those who would normally be in clubs and bars every week, hanging-out with friends.
The initiative consists of a mix of donations, micro-fundings, creative online entertainments such as ‘Meister Drop-Ins’ or ‘Meister Classes’ and support of partner activities.
Berlin-based Korean artist and DJ Peggy Gou (pictured) has taken on the role of an ambassador of this project. ”It’s a privilege to partner with Jägermeister to donate one million Euro to support nightlife around the world,” Gou said.
“The nightlife community is suffering and we need to stand together and help each other through this very tough situation. If we can find a way forward, I’m sure our best nights are yet to come.”
Gunar Splanemann, Head of Global Innovation & Design at Jägermeister explained the thinking behind the bottle and the #SaveTheNight initiative.
“With this unique initiative, we want to emphasise the importance of stepping in and helping,” Splanemann said.
“Global nightlife is truly under severe threat. We offer our fans a bottle they hopefully love with our approach to solidarity, which I am sure they share. This exceptional project symbolises the spirit, the strong cohesion and the high devotion the global nightlife community stands for and that Jägermeister has been an integral part of for decades.”
The bottles have already launched in Europe and launch in Australia and other Asian markets this month.
You can order the Limited Edition Bottle directly through Dan Murphy’s and BWS. For more information and the list of all shops go to the dedicated website www.save-thenight.com.