How do you make Jägermeister relevant in a season that is overflowing

with bubbles and glühwein? Our research showed an interesting opportunity: after the long 1st and 2nd Christmas Day with the family, young people want to let loose – with their friends. That’s why we introduced a new holiday which had a natural fit with the brand. Because you can really get into the spirit on Third Christmas Day. Which made December a 26% more festive month for the brand as well 😉