A Jäger Meisterpiece

When’s the last time you had a taste of Jägermeister? Was it that one time at a house party in college? Or after that long semester at uni? Or was it that crazy night out with the girls? Whatever event it was, you will always remember the strong and fiery flavour that is Jäger.

Last Thursday however, I saw Jägermeister in a whole new light. Hosted in Melbourne’s Golden Square Carpark Rooftop Warehouse, Jägermeister launched their latest exhibition, Meisterpiece 04; the fourth chapter in their revolutionary journey to re-brand themselves from the party-inspired Jäger-bomb, to a sophisticated Berlin inspired ice-cold shot. We were treated to an extravagant grazing table by My Alter Ego and spoiled with a range of Jäger concoctions throughout the night.

This event, like the previous Meisterpieces before them, aligned Jäger with their generation’s meisters of their craft. Creative artist, Kit Webster, immersed us all in a hybrid art installation. These vibrant audiovisuals, coupled with DJ Charles Oliver’s beats, led to a heightened Jägermeister experience, transforming Jäger’s ominous past to an unforgettable meister spirit.

Having travelled to Europe a couple of years ago, I felt like I had been transported to a Berlin warehouse party with the dark and mysterious beats, artistic aura and ice-cold Jäger. This creative vibe and unique atmosphere really transported me to another life and gave Jäger a new mystique. I was not only intrigued, I wanted more.

With the last few Meisterpiece series featuring creative artists and Australian designers like Sol Invictus, Tristan Kerr and Dan Marsh, rumours of Jäger’s 5th Meisterpiece are already flowing, with talks of Meisterpiece 05 being held in Sydney and Dark Mofo in Tasmania later this year. So I’m definitely keeping an eye out for their next dark instalment and look forward to seeing the next Jäger Meisterpiece!