Jagermeister Cleans Up Its Act for Summer With a Crazy Treehouse-Inspired Installation

Trading in shots for craft cocktails

Jägermeister, the brand known for shots and bombs, has a tricky proposition on its hands: It's attempting to transform its reputation as a drunken college staple while still appealing to its target audience of 21- to 24-year-olds. Its latest brand activation—an interactive experience debuting at this weekend's Electric Daisy Carnival in New York—aims to do both.