Posted on | June 21, 2012
Written by | Cara McIlwaine
It was a natural fit for Jägermeister to sponsor the Third Annual Montauk Music Festival, held May 17th–20th at venues across Montauk on Long Island. “Jägermeister has always had a strong relationship with music through the Jägermeister Music Tours, Jägermeister Mobile Stage and support of thousands of up and coming artists across the nation,” said John Broderick, vice president, northeast division at Sidney Frank Importing Co.
The three-day Montauk Music Festival featured 90 bands playing in 35 venues. “It was the perfect opportunity for consumers to kick off the summer with great music and ice-cold Jägermeister,” Broderick continued. Jim Mingarelli, vice president northeast sales at Sidney Frank, participated in a pub crawl promotion where fans of the spirit “hopped from bar to bar Thursday, Friday and Saturday night.” During the day, Jägermeister had a booth where the Jäger-ettes handed out branded swag like hats, T-shirts and key chains. “We merchandised the whole town too!”
Long Island is certainly seeing some great Jägermeister attention at both on- and off-premise locations. “The on-premise accounts and bartenders on Long Island are very familiar with Jägermeister, and they have always loved and supported the brand,” said Broderick.
K&W Liquors of Franklin Square and Pope Liquors in Medford are two stores with big, eye-catching Jägermeister displays. Mark Musetti, manager at Pope Liquors, said, “Teaming up with Jäger has been great. We have customers asking to take pictures with the display.” The family-owned and operated store has also been having “great results with the Jäger party buckets, perfect for the beach.” K&W’s Karen Falkowski noted: “Jägermeister is a huge seller for us, and the display and cold case are moving lots of bottles.”
“Consumer consumption patterns have clearly changed,” Broderick adds. “While the on-premise still remains a perfect place for ice cold shots of Jägermeister, we are also seeing more home consumption. We produce more creative VAPs than any other brand—perfect for home entertaining.”