Jägermeister goes online for annual cocktail competition for bartenders

Ellie Raeside of Tonic in Edinburgh

With bartenders stuck at home unable to work, Jägermeister has decided to go ahead with its annual cocktail competition by taking it online.

The brand is calling for entries to its Meister Hunter competition, asking UK bartenders to show off their (at home) cocktail style in a video entry via their personal Instagram account. Their recipe must include at least 35ml of Jägermeister, Jägermeister Cold Brew Coffee or Jägermeister Manifest.

With a prize pot of £5,000, the bartender in first place will win £3,000, with £1,500 for second place and £500 for third place.

After the entry deadline of midnight on 1 May, 10 finalists will be selected based on flair, creativity and fun. They will be announced on the Meister Hunter Instagram page ahead of the final in mid-May.

Finalists will be sent a mystery box of ingredients locked with a code so they cannot peek until the day. One hour before the final is set to begin, the bartenders will each be sent a code to unlock the box. They can use any ingredients from the box to make their final Jägermeister cocktail.

The final is planned to be live-streamed on social media. Further details will be announced soon but it is expected to be judged via Zoom with the judges making the drinks at the same time as the finalists. 

Entries must tag and follow the Meister Hunter Instagram page at @meisterhunter as well as @jagermeisteruk and use the hashtag #meisterhunter. Entrants also will need to agree to their video being uploaded to the @meisterhunter Instagram feed.

The post must also include a photo of the finished cocktail, its name and the specifications including the method.

Mast-Jaegermeister UK brand ambassador Florian Beuren said: “This year we were faced with a challenge that we never could have anticipated, but it was important for us to move forward with the Meister Hunter competition and create a platform that would support the bartender community.

“We hope that the competition provides bartenders with some cocktail inspiration and a creative distraction from the current situation. We will also be utilising our Hubertus Circle members to serve as mentors and help communicate the message within the on-trade community, encouraging bartenders to take part and lift spirits.”

Mast-Jaegermeister UK marketing director Nicole Goodwin added: “These are challenging times for the drinks trade and all the initiatives being made by the company in the UK are in effort to stay connected to our communities in a positive way whilst providing support.”

Last year’s Meister Hunter winner was Ellie Raeside of Tonic in Edinburgh (pictured top). Click here for the full story.

For more information, visit the @meisterhunter Instagram feed or email meisterhunter@jaegermeister.co.uk.

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