The JägerHaus is Jägermeister’s flagship music activation. Having entered into partnership with AEG Presents in 2018, All Points East 2019 would be the fifteenth outing of the JägerHaus since its inception in 2015.
For Jägermeister as a brand, a lot had changed in the last four years. Their brand image had shifted fundamentally from ‘hunting lodge’ to ‘Berlin cool’ to appeal to a younger audience. Yet while some things had changed, the hero serves (the Ice Cold Shot and Jägermeister Mule) remained a key focus for the brand, with music also remaining an important activation pillar to ensure a meaningful experience for consumers.
This year the aesthetic of the JägerHaus was overhauled to align and evolve with the new brand. The walls were refreshed with concrete textures, neon lighting and new graphics, with the Lodge becoming the Basement Bar. If you were lucky enough to be in the JägerHaus at 6pm you’d enjoy the ‘Ice Cold Hour’, where countless trays of Ice Cold Shots in glasses made of ice were gifted in the Backyard. And as a fully integrated All Points East stage, over 60 artists lit up the venue from day to night including Gruff Rhys, Romare, Self Esteem and Hollie Cook.
The JägerHaus increased ROI by surpassing 2018’s guests through the door by 39.5%, with Ice Cold Shot sales increasing by 177% since the previous year. PR reach tripled in a year, and the brand achieved the highest recall of all festival partners onsite.