Lockdowns have been brutal for night-time economies around the world. No restaurants, no bars, no clubs, no concerts. Nightlife simply ended one day; millions of people were stuck at home while bartenders, artists and creatives found themselves with no way to earn a living.
Several alcohol brands, central to nightlife, turned their attention to producing hand sanitiser, which intuitively felt like a good thing to do. But herbal liqueur brand Jägermeister opted for a different, less headline-grabbing approach, one which arguably played directly to its brand purpose: it launched #SaveTheNight, a global campaign to help the on-trade during the covid-19 pandemic....