Beverage Industry

Keep to the J├Ągermeister code

April 15, 2013

Sidney Frank Importing Co.’s Jägermeister brand partnered with boxing trainer and Hall of Famer Freddie Roach to launch the “A Brother In Your Corner” socialJagermeister responsibility campaign. The promotion highlights awareness of knowing when it’s better to sit out a round than have another drink. It also features a competition component in which fans of legal drinking age can submit their stories about how they live by the “Jäger Code” of always having “A Brother in Your Corner.” The grand prize winner, which will be announced the week of April 21, will receive a trip for four to Las Vegas for training and dinner with Roach, boxing tickets and VIP access to an exclusive party.