German alcoholic drink Jägermeister, official sponsor of London Cocktail Week 2018, is showcasing the complexity of its 56 herbs and spices with a collection of cocktails, ice cold shots, events and workshops at a pop-up forest activation in Big Chill, Brick Lane.
Jägermeister’s Der Wald Bar, located on the Big Chill terrace, a three-minute walk from the LCW cocktail village at the Truman Brewery, will transport cocktail lovers to a contemporary German forest setting where they will be able to enjoy a selection of cocktails and Jägermeister Ice Cold Shots, served at -18°.
Jägermeister UK brand ambassador, Florian Beuren, plus special guests, will be running a series of free interactive workshops at the Meister Akademy in Big Chill, including ice sculpting, urban foraging, cocktail “meisterclasses” and top-tips for DIY home cocktail making.
Exclusive Jägermeister cocktails and ice-cold shots will be available around the capital at select bars including MNKY HSE, The Racketeer, Shep’s, Big Chill, 46 & Mercy. Jäger Soho, Jägermeister and Soho Radio’s collaborative space, will host a series of pop-ups from innovative cocktail makers and bars including Kelvingrove Café and Tony Rowlands of Salt Dog Slims and Santa Chupitos Liverpool.
Nicole Goodwin, Marketing Director for Mast-Jaegermeister UK, comments: “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. We’re delighted to be continuing as official sponsors of London Cocktail Week and partnering with Big Chill as our festival venue. This year, we’ve curated cocktails and experiences that we think surprise and excite consumers, ultimately inviting them to reimagine the possibilities of Jägermeister.”