Jagermeister, Thatchers Cider and Jack Daniel’s have announced details of their activities at major music and food festivals this summer.

The £1m Jagermeister ‘unearthed’ experience will be presented at festivals including Field Day in London; Bestival, Isle of Wight; and Bloodstock in Derbyshire to further its appeal to its target audience of 24-35 year olds.

The campaign involves a ‘Jägerhaus’ situated in woodland areas of festival grounds where recently discovered artists will perform.

Meanwhile, Thatchers is set to return to Glastonbury Festival for the second year of its three-year partnership.

Thatchers Gold will be sold on tap in the festival’s bars and the company will also have four of its own craft cider bars situated around the site.

To further strengthen its association with barbecues, Jack Daniel’s is embarking on a barbecue festivals tour. It will be at Red Rooster festival in Suffolk, June 5-7 and Grillstock in Bristol July 11-12 and in London September 5-6.

See our feature in the next issue of Retail Express (June 2 p.34) for ways to use festivals to boost your sales