The client

The German herbal liqueur Jägermeister was launched in 1934 and has ever since become one of the world’s most famous spirits. The liqueur has a both genuine and interesting history where traditional craft meets festivities, and oak wood barrels meet shot trays.


In the fall of 2016, Jägermeister decided to change the classic design of their logotype and bottle. The new design aimed to increase awareness of the high-quality craft and the history behind the liqueur.

Jägermeister assigned Pretto PR to create a PR concept that would highlight the launch of the new design, communicate Jägermeister’s core messages to an opinion-forming target group and help build the brand identity.


Within a ten-month period, Pretto PR created and implemented the concept “Jägermeister – The Untold Stories”. The PR activities included press releases, image photoshoots, creation of cocktail recipes, information-circulation through key influencers and the arrangement of a fun and inspiring dinner event which focused on the history of Jägermeister. The aim for the event was to reach Jägermeister’s target group through the invitees’ social media channels in a way that would feel genuine and “non-sponsored”.

Pretto PR invited a handpicked crowd of  influential social media personalities to a Jägermeister dinner at the avant-garde restaurant Punk Royal in Stockholm. It was organised to showcase everything Jägermeister stands for in an inspiring way, as summarised into “Party and fun” and “heritage and tradition”.

The guests were sent a specially designed event invitation that caught the media’s attention and they were served an exclusively composed menu during the dinner, which was designed to match Jägermeister’s taste perfectly. Pretto PR was in charge of every detail of the event planning;  from the choice of entertainment means to POS material and exciting surprises during the dinner.


The event was successful and among the guests who attended were some of Sweden’s most prominent artists, influencers, photographers and other celebrities.

The media buzz and the guests’ social media posts about the event generated a reach of over 1.700.000 people.

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