Can Jägermeister’s Bold Rebranding Effort Shake Off the Brand's Long-Standing Frat Bro Image?

German-focused Opperman Weiss campaign targets millennials

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Jägermeister is fully aware of how it’s been perceived over the past several decades—and how it’s been celebrated at frat parties on college campuses across the country. From Jäger-bombs to shots, the liquor is arguably less known for its complex flavor profile than it is for its party vibes.

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