Jägermeister fights back against lukewarm shots

Jägermeister is fighting back against lukewarm shots.

The campaign, centred around the brand’s long-standing –18°C serving ritual, introduces The FingerMittens – absurdly small yet practical knits designed to keep fingers cosy while holding an ice-cold shot.

It’s a light-hearted but pointed reminder that Jägermeister tastes best straight from the freezer.

As more drinkers were spotted enjoying the herbal liqueur at room temperature, agency Marketsquare saw a chance to reassert its signature chill.

The campaign kicked off with a tongue-in-cheek short film, followed by a social knitting tutorial encouraging fans to get crafty and make their own FingerMittens. Select bars in Denmark are already stocked, and fans can buy a pair via the campaign website.

Part joke, part genuine utility, the FingerMittens are a clever, charming way to reinforce a core brand truth: Jägermeister isn’t just better cold – it’s meant to be.

With a woolly wink, the brand proves that even the most serious rituals can be served with a little warmth.

Food & Drink Products