The brand will tour festivals including V for the first time this year as part of its annual Jägermusic campaign.
It hopes to emulate a global strategy that has seen the brand associate itself to rock music in the US and Australia.
Jagermeister has used the event in the past to drive trials and this year says it wants to “educate” drinkers on the “perfect ice cold shot”, which it claims represents the biggest growth opportunity for the brand.
To support the sampling activity, three Jagertrucks will be deployed at some of the larger festivals this summer such as Leeds and Hard Rock Calling.
Nicole Goodwin, group marketing manager for Jagermeister UK, says that consumers expect to see big brands at events but it is experiences that festival goers will genuinely cherish.
She adds: “This year, our focus is to bring our brand experience to more music lovers across the UK, with presence at over 25 festivals during the summer months.
Jagermeister hopes to reach more customers within its core 20 to 30 year old target audeince as well as “attracting new drinkers who have yet to experience the ice cold Jäger shot moment.
Goodwin, who joined the brand last month with a remit to develop its long-term strategy in the UK, says that the brand will also continue to support its grassroots programme of helping “fledgling bands.”
Jagermeister does little advertising. Instead the brand relies on on-trade promotions, experiential marketing and music sponsorships to drive awareness. The brand is, however, looking for an advertising agency to promote its positioning in the UK.
The drink was originally developed as a digestif and a cough remedy.