Jack Daniel’s and Jägermeister battle over music festivals

Music festivals are often associated with beer. This year though, spirits will rock your summer in the UK.

Two brands in particular: Jack Daniel’s and Jägermeister. Let’s do a review of these two iconic brands’ activations .

jack danielFirst things first, Jack Daniel’s. As part of the “Jack Rocksexperiential campaign, the Tennessee Whiskey is partnering with a series of festivals such as the famous Isle of Wight Festival, where the brand will co-host a stage with This Feeling club night.

Whether it’s by hosting music stages or by being the official Whiskey partner, Jack Daniel’s is developing strategies to improve its presence during these festivals.

Music is at the heart of the brand’s DNA, as Michael Boaler, senior brand manager, explained: “It’s always been important for Jack to have a hand in supporting great new music, as well as more established artists, and this is exactly what we’re set to do this summer to continue Jack’s long standing association with places where great music moments happen.”

This partnership reveals another initiative of the “Jack Rocks” campaign, after the brand brought LA rock stars Rival Son to a small town in West Yorkshire last month.

jagerBut Jack Daniel’s isn’t the only spirit brand doing experiential marketing at music festivals: Jägermeister will launch the “Unearthed” campaign, partnering with seven festivals across the UK.

Unlike Jack Daniel’s, the famous German liquor will not host stages but a Jägerhaus: a house hidden in the woods within the festival ground with four rooms offering an immersive experience which will differ depending on the time of day. Among other things, a “sensorial tunnel” made of the 56 herbs and spices present in the product will transport consumers to the brand universe.


This marketing experience aims to promote the natural aspect, authenticity and quality of the brand, too often associated to “binge drinking” via shots or “Jägerbomb” (Jägermeister and energy drink), advocating cocktails instead.

This £1million campaign is Jäger’s biggest marketing event. But which of Jack Daniel’s music association or Jägermeister’s unusual experience will consumers remember most?

Here is a list of the festivals both brands will attend, if you want to take part of the experience.

Jack Daniel’s

  • Red Rooster Festival – Euston, 5-7 June
  • The Isle of Wight Festival – Isle of Wight, 11-14 June
  • Kendal Calling – Cumbria, 30 July – 2 August
  • Boardmasters – Newquay, 5-9 August
  • Hackney Wonderland – London, 10 October


  • Field Day – London, 6-7 June
  • Kendal Calling – Cumbria, 30 July – 2 August
  • Bloodstock – Derbyshire, 6-9  August
  • Rebellion – Blackpool, 6-9 August
  • BoomTown – Winchester, 13-16 August
  • Bestival – Isle of Wight, 10-13 September
  • Damnation – Leeds, 7 November

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