When Creative Marketing Meets a Good Product, the Result is Successful Collaboration

Jägermeister and G3 Spirits, one of the leading representatives and distributors of global alcoholic beverage brands in the region, are celebrating 30 years of collaboration in 2024.

Masterful Marketing

In anticipation of this significant anniversary, Jägermeister and G3 Spirits will achieve the best sales result since the beginning of their collaboration. This is the result of long-term joint efforts, as well as the fact that an excellent product has once again had the support of imaginative marketing. From a large number of creative projects and marketing activities that led to high figures in this year’s sales, G3 Spirits highlighted several key initiatives.

– Jägermeister is a brand associated with creatives, musicians, and artists, but equally, Jägermeister is a brand linked to the places where our target audience enjoys and socializes. It is important for us to reach our audience authentically and enrich their lives, so our brand ambassadors are true Meister influencers in their fields. We are very proud of each of these collaborations and the results we have achieved – emphasized Nadine Kramarić, Senior Brand Manager of Jägermeister for Croatia.

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Nadine Kramarić

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Jägermeister’s Meisters are young and talented individuals who make a difference in their communities while enjoying the nightlife, Jägermeister’s home turf. The Croatian Meisters include designer Lana Puljić, photographer Stella Mešić, DJ duo Vanillaz, visual creator Joshua Cirjak, and fashion and lifestyle influencers Riva Pauletić and Polina Meixner.

Journey of the Stag

Jägermeister nurtures a direct and personal approach to consumers, in places where they can experience the brand, such as various image events, bars, and festivals. One of the exceptionally successful projects in the past year was the Journey of the Stag. The project’s goal was to create a wow effect and share the essence of the Be the Meister philosophy with festival visitors through various brand activations.

The Croatian team created a seven-meter tall stag sculpture that they used for festivals and other image events to elevate their presence to a higher level. The stag traveled to festivals across Croatia, with the launch of the journey taking place in June in Zagreb. In the stag’s festival space, creative brand activations provided entertainment and gifts to visitors, and this entire activity was accompanied by a website tracking the stag’s journey.

Jägermeister was present at every festival through its Instagram page, and special content was created for each event. There were artist takeovers or Jägermeister influencers, backstage tours, and special giveaway actions.

Meister the Lök

Jägermeister and Lokomotiva presented the result of their third collaboration this autumn, titled Meister the Lök 3.0. Meister Lana Puljić exclusively designed a parka jacket for Jägermeister that changes color in the cold. Following the bomber and denim jackets that were the result of previous collaborations, this year’s unisex oversized parka exudes the same urban cool style and attitude.

Some of the core values of the Jägermeister brand are celebrating nightlife, culture, and the creativity of artists, and brand ambassador Lana Puljić fits perfectly into this as her creative design brings inspiration and fun into life. The collaboration presentation took place at the Zonar hotel in Zagreb and gathered over 400 influencers and other lovers of Jägermeister’s style.

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Meister the Alchemy

Meister the Alchemy is a marketing activity that unites regional Meisters in a digital project to introduce their creativity, as well as their city and the best nights of life. The Meister the Alchemy online brand activations will last until the end of November and can be seen on the Instagram pages of each of the countries from which the Meisters come.

One Meister from each country in the region participates in the Meister the Alchemy project, and from Croatia, it is photographer Stella Mešić. Croatia is the regional lead for this project, so Meister Stella, in addition to representing Croatia with the content she creates in front of the camera, creatively developed and filmed the entire campaign for all regional Meisters.

Stella was joined by Meisters from countries and provinces in the region: DJ Benjamin Delalić from Bosnia and Herzegovina, violinist Aiola Laska from Albania, DJ duo Room 313 from North Macedonia, singer Gaja Prestor from Slovenia, model Leonora Krasniqi from Kosovo, fashion stylist and designer Lazar Ilić from Montenegro, and dancer Ilija Antić from Serbia.

Prelude to the Thirtieth Anniversary

The masterful marketing led by G3 Spirits for Jägermeister in these areas has excellent results visible through increased sales and other marketing metrics. However, it is important to highlight that this type of marketing also has a significant impact on the artistic scene, as well as on all those who enjoy their creativity. What is also impressive is the excellent connection and alignment of the brand’s goals with the goals of its brand ambassadors, as well as the value that their collaboration brings to their shared audience.

– The incredible synergy between Jägermeister and G3 Spirits, based on thirty years of mutual respect, trust, and understanding, has resulted in a tremendous growth in the popularity of the category and the sale of over 22 million bottles of Jägermeister during these years. We are proud of this excellent business relationship and the results that confirm it – concluded Drago Bulić, Managing Director of G3 Spirits.