Jägermeister to sponsor Sydney Festival
German liqueur brand Jägermeister has been appointed as the sponsor for annual music and cultural event – the Sydney Festival.
The announcement:
Sydney Festival today announced that premium German liqueur, Jägermeister, has come on board as Official Liqueur Sponsor of Sydney Festival 2012. As part of Jägermeister’s Special Distinguished Sponsorship of the Festival, the Jägermeister ‘Hunting Lodge’ will pop up in Honda Festival Garden in Hyde Park as a semi-permanent bar and performance space.
Nestled amongst the trees in Honda Festival Garden alongside The Famous Spiegeltent, the Jägermeister Hunting Lodge will offer an exciting and eclectic range of music and arts performances from 10-29 January 2012, many of which will open to the public for free.
Brand manager Shannan Quinn said, “We’re thrilled to be part of Sydney’s premier cultural festival in a move that signifies a new brand direction for Jägermeister. Sydney really comes to life over the summer, in particular during Sydney Festival with people seeking out new cultural experiences. Jägermeister is plugging into this electric atmosphere by offering Sydneysiders the opportunity to engage with a new drinking experience at the Hunting Lodge, whilst enjoying some incredible live music and arts performances.”
Sasha Degen, Sydney Festival’s Head of Corporate Partnerships said, “Sydney Festival is looking forward to working with Jägermeister for the 2012 Festival. As one of Australia’s leading arts events we’re proud to be aligned with such an iconic and visionary brand. We’re really excited to welcome Jägermeister on board for one of the most imaginative activation concepts to date.”
The Jägermeister Hunting Lodge is a nod to the brand’s German heritage (Jägermeister means ‘Hunting Master’), bringing to life the legacy of the brand, which has been around since 1935. The rustic and enchanting pop-up bar is made entirely of logs, complete with a wooden deck, timber floor, stone fireplace and 12 metre long bar. Jägermeister fans will experience the mystique and legend of the brand while kicking back with an ice-cold long drink of Jägermeister, ginger beer and fresh lime.
Up to a million people enjoyed the 2011 Sydney Festival, which included 109 events with 338 performances and 17 free events throughout the city, and contributed $50.2m to the NSW economy. Sydney Festival 2012 will run from January 7–29.
Source: Sydney Festival press release
