Jägermeister Series Builds Loyal Audience

As yet another Jägermeister Music tour rumbles out of the gate, this metal mainstay solidifies its rare status in the touring industry.

The Jägermeister series—the new outing features Disturbed, Corrosion of Conformity and Bloodsimple—has developed into a franchise that is enhanced by its talent, not defined by it.

Brand officials "really understand the relationship between music and the drink," says Rick Zeiler, director of marketing and brand development for Sidney Frank Importing, the U.S. distributor of Jäger. "We really don't advertise 'Go drink Jägermeister.' Instead, we tell people to experience a Jägermeister event and see for themselves what it's all about."

The first leg of the 32-date tour began Nov. 4-5 at the First Avenue in Minneapolis, and will wrap Dec. 22 at Ram's Head Live in Baltimore. A second leg will hit some 20 cities early next year.

This is the tour's fifth year, and its seventh outing overall. The franchise began with Drowning Pool and Coal Chamber in 2000, and continued with tours by Saliva and (hed) PE, Slayer, Slipknot, Slayer again, then Alter Bridge.

Along the way, Jägermeister has become synonymous in many metalheads' minds with a hard rock tonic. Zeiler points out that his company's sponsorship efforts are not limited to hard rock but include more than 240 bands in all.

"It's cool, because the same people who listen to metal would never consider listening to some of the other bands that we sponsor," Zeiler says. "These bands range from local cover bands to big-name acts like Slayer and HIM."

Jäger's band sponsorship program places the Jäger brand behind developing acts and supplies them with customized promotional items like T-shirts, lighters and posters.

"Our budget has certainly grown over the years as our product and bottom line have increased," Zeiler says. "Each tour costs us in the neighborhood of $800,000-$1 million."

While the tours have all finished in the black, no money from ticket sales filters back to the brand or distributors. "We lose money on every tour we do," Zeiler says. "We're not interested in making money through ticket sales. We're in the beverage alcohol business, and we use music and these tours as one of the key marketing elements for the brand."

Promotional partners on the Jäger tours include Schecter Guitars, Peavey Electronics and Coffin Case guitar cases. "We really don't actively look for sponsors," Zeiler says. "If they come to us and it makes sense for the tour, we try and cut a deal."

As in the past, Clear Channel Entertainment is the promoter/producer for the tour, spearheaded by CCE VP Rich Levy. "He helps negotiate the deals with the bands, chooses the appropriate venues and provides our company with valuable advice in the music field—advice that we couldn't get from many places," Zeiler says. "He and [CCE account director] Jennifer Knueppel, who handles the tour advertising for us, are a great team. With a brand like Jägermeister, we're very image-conscious, and Rich and Jen know exactly how to protect us."

Record company involvement is minimal. "Labels get involved in whatever capacity they can," Zeiler says. "Usually by the time Jägermeister brings the band on, they know how much exposure their band will get, so they scale back on spending dollars."

Zeiler acknowledges that the labels and Jäger have separate agendas. "We try and work as closely with labels as possible, but it's tough," he says. "They are primarily interested in promoting their band, while we're primarily interested in promoting our brand."

Zeiler says his office receives about 50 submissions a week from bands seeking a Jäger sponsorship. "Sales are up, and the brand overall has never been stronger," he adds. "We really take what we do seriously and love doing it."

So, why the metal connection? "There's definitely a unique relationship between hard rock fans and Jägermeister," Zeiler says. "I think the metal fans are hardcore, and they see Jägermeister as being a hardcore drink. Are we looking to branch out? Yes, of course, but only if it makes sense for us and we don't alienate our target demo." ••••