Jägermeister will open Der Wald Bar on the terrace of the Big Chill bar on London's Brick Lane, a three-minute walk from the London Cocktail Week Village at the Truman Brewery, during 3-7 October.
The pop-up will offer £6 cocktails, including Black Magic, Manifest Hunter’s Tea, Jägermeister Sour, Jungle Hunt and Manifest on the Rocks, alongside the brand’s signature cocktail, Jägermeister Mule. During "ice cold hour" – 7-8pm – it will offer discounted Jägermeister shots.
Jägermeister – official sponsor of the London Cocktail Week – will also offer a series of free interactive workshops at the Meister Akademy at Big Chill, including ice-sculpting and urban foraging, hosted by author Andy Hamilton, as well as cocktail "meisterclasses".
Around London, new Jägermeister cocktails will be available at select bars, including MNKY HSE, The Racketeer, Shep’s and 46 & Mercy.
Meanwhile, Jäger Soho – Jägermeister and Soho Radio’s collaborative space – will host a selection of pop-ups from leading UK cocktail makers and bars, including Glasgow’s Kelvingrove Café and Tony Rowlands from Salt Dog Slims and Santa Chupitos in Liverpool.
All aspects of the activation have been created in-house.
Nicole Goodwin, marketing director at Mast-Jaegermeister UK, said: "An inherently complex spirit, Jägermeister naturally lends itself to being enjoyed as an ice-cold shot, as well as being used for experimentation and cocktail creation. This year, we’ve curated cocktails and experiences that we think surprise and excite consumers, ultimately inviting them to reimagine the possibilities of Jägermeister."