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. Chris Peddy, Mast-Jägermeister U.S. CMO, is not trying to hide Jäger’s past. Instead, he’s looking to change society’s associations with the iconic licorice-flavored amaro.
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