Jägermeister Partners with Glow to Boost Appeal to Gen Z

By Kyle O'Brien 

Jägermeister, the herbal liqueur and bar shot favorite, is partnering with Glow, a New York-based creative agency. The agency was appointed the brand’s global social agency of record following a competitive pitch process.

The partnership aims to strengthen the global social media presence of Jägermeister. Together the companies will focus on community-driven content and brand initiatives that emphasize the purpose of Jägermeister: “Best Nights of Your Life—Today and Tomorrow.”


“As a lifestyle brand, we put culture and community first,” said Kat Geborys, digital marketing manager at Jägermeister in a statement. “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. We are confident that Glow’s social media expertise and creative ideas fit perfectly with this vision and that we are embarking on a new chapter in our digital journey.”

The first content from Glow will appear on Jägermeister’s global social media channels in early April.

“We are incredibly excited for the opportunity to partner with an iconic brand like Jägermeister to engage a new generation of fans around the world,” said Howie Kleinberg, president of Glow in a statement. “Glow’s sweet spot is launching best-in-class social for best-in-class brands, which Jägermeister clearly is.”

The management of the social media channels of Mast-Jägermeister U.S. remains unaffected by the global agency change of Mast-Jägermeister SE. In 2023, Mother was selected as the lead global creative agency for Jägermeister.