USA on the rise and anti-ageing for Germany
In the USA – as in most countries of the world – people struggle to categorise the herbal liqueur. Nevertheless, distribution partner Sidney Frank Importing Company Inc. sparked many conversations about the unconventional liqueur from Wolfenbüttel: in the mid-1980s, Sidney Frank sent Jägerettes and Jägerdudes – a first for the brand and, at the time, a complete novelty – into bars, making the Jägermeister brand tangible for consumers. In the early 1990s, Sidney Frank came up with another innovation: Ice-cold Jägermeister shots were served out of the Jägermeister tap machine from now on, highly visible in bars and clubs. At the same time, the brand began exploring its connection to music and started promoting individual bands upon their request.
In the 1990s international premium spirits became very popular in Germany. Jägermeister began introducing new marketing ideas to rejuvenate Jägermeister. The first infotainment website – jaegermeister.de – was launched in 2000, a retail competition gave away 25 Jägermeister-branded Harley Davidsons and events became increasingly important; Jägermeister made its first major appearance at the Hamburg "Schlagermove" music festival in 2001. The Jägerettes by now had conquered Germany too.