Beverage News

Jägermeister launches ‘A Brother in Your Corner’ competition

Jägermeister, a brand of Sidney Frank Importing Co. Inc., Rochelle, N.Y., partnered with boxing trainer and former professional boxer Freddie Roach to launch its newest social responsibility campaign and consumer competition, "A Brother in Your Corner.”

The team is challenging fans of legal drinking age to share stories of how they live by the "Jäger Code" of always having “A Brother in Your Corner” for a chance to win a trip for four to Las Vegas where they will receive a private training session and dinner with Roach, boxing tickets and VIP access to an exclusive party.

Each week, two entrants will advance to the final round, one based on popular vote and one Jägermeister-chosen wild card. Those who advance because of the popular vote also will receive boxing memorabilia signed by Roach. The grand prize winner of the ultimate weekend in Las Vegas will be hand-selected by Roach and announced the week of April 21.

“Jägermeister's 'A Brother in Your Corner' competition challenges everyone to step up and show how strong their bonds are within their brotherhoods,” Roach said in a statement. “I know these bonds well, as I believe I have lived by this code throughout my entire career in boxing. I have been fortunate to train 31 world champions, yet I feel it is not always about the win. It's about always being in their corner and having their back."

Amanda Blanco, vice president of marketing for Jägermeister and Sidney Frank Importing Co., added: “Social responsibility is extremely important to the Jägermeister brand and to Sidney Frank Importing Co. Inc. We are proud to partner with Freddie Roach to launch the pioneering ‘A Brother in Your Corner’ program, which was developed to promote responsible consumption. We intend to effectively communicate the power of knowing when you've had enough and [that] it's better to sit a round out.”

For official rules and full details about how to enter, visit

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