GERMANY – Mast-Jägermeister, a renowned name in premium herbal liqueur, has announced plans to invest US$6.84 million in upgrading its bottling plant in Wolfenbüttel-Linden with the installation of the new bottling line 4.  

This modern line, catering specifically to miniature bottles, marks a technological leap forward for the company, ensuring enhanced efficiency and process stability. 

Replacing the previous technology after nearly three decades of operation, the new Line 4 is equipped with advanced features, including a quick-change system, allowing for swift adaptation to different bottle sizes.  

Christopher Ratsch, a member of the Executive Board, emphasized the significance of this investment, stating, “With the introduction of the new Line 4, we are responding to the continuing high demand for Jägermeister. Today’s opening of Line 4 marks a milestone, and I am proud that we can celebrate this with the entire team.” 

The investment reaffirms Mast-Jägermeister’s commitment to its home base in Wolfenbüttel, focusing on modern technology and sustainable business practices to ensure the brand’s success in the future.  

Line 4 will cater to both the domestic German market and international markets such as Austria, Poland, the USA, and China. 

In addition to bolstering its production capacity, Mast-Jägermeister has also announced a strategic partnership with GLOW, a New York-based creative agency.  

This collaboration aims to revitalize the brand’s global social media presence, focusing on community-driven content and brand initiatives that align with Jägermeister’s ethos of creating unforgettable experiences. 

Kat Geborys, Digital Marketing Manager at Jägermeister, expressed enthusiasm about the partnership, stating, “Together with GLOW, we want to authentically connect with Gen Z, inspire them with unique, value-driven content and create unforgettable BEST NIGHT experiences in the digital space.” 

 Howie Kleinberg, President of GLOW, echoed this sentiment, expressing excitement about engaging a new generation of fans worldwide. 

Following a competitive pitch process, GLOW was selected as the agency to lead this initiative. Their expertise in social media and creative storytelling is expected to breathe new life into Jägermeister’s digital presence.  

The first content from GLOW is set to debut on Jägermeister’s global social media channels in early April. 

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