How Jägermeister shifted from going out to staying in

Jägermeister is extremely reliant on out of home consumption, and needed to shift its strategy radically under lockdown conditions.

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...