Night Embassy

Jägermeister has a longstanding connection with nightlife, recognising the rich culture that thrives after dark as essential to its identity.

In 2019, Jägermeister collaborated with Protein on designing an innovative program within nightlife, briefed by their newly established Global Culture and Experiential department.

In order to reach and inspire emerging nightlife audiences, this initiative aimed to transcend the monotony of conventional brand events, and deliver a cocktail of equal parts brand and community impact, fostering brand credibility within progressive nightlife, engage those who are deeply rooted in the scene, and cultivate a global community of creative trailblazers.

Jägermeister’s spiritual home is Berlin, and the city’s history as a playground for innovative, alternative and underground nightlife inspired the idea behind Jägermeister Night Embassy.

When the Night Embassy lands in a new market, a Creative Board of local cultural icons selects Ambassadors of the Night who create unique cultural programmes for their communities at off-grid venues in their city’s nightlife district.

Ambassadors receive funding and mentorship from an experienced team of nightlife professionals to create programmes reflecting local nightlife culture, embracing experimentation to explore new directions.

Rather than utilising traditional brand ambassador roles, Night Embassy builds brand advocacy through meaningful support, equitable opportunities, and the empowerment of local communities and their leaders. The focus lies on symbiotic co-creation with emerging talent to build brand equity through genuine impact.

To amplify the programme’s mission, we launched Night-Embassy.com — an editorial platform sharing local stories on a global stage. More than just a voice for the brand, the platform is a resource to inspire the next generation of nightlife talent, sharing knowledge and experiences from the global Jägermeister Night Embassy community to promote a more inclusive, progressive future for nightlife culture.

From a brand perspective, The Night Embassy goes beyond sponsorship to true support for creative communities. Through this series, Jägermeister has managed to be invited to cultural spaces unattainable to other brands, building meaningful connections with the local communities, learning from them and ensuring sustainable relationships.

As well as community impacts, The Night Embassy generates incredible content opportunities. Outputs so far include a podcast interview series in Bogotá, a mini documentary piece about a drag artist in Tokyo, a series of Spotify playlists, written interview pieces with creatives, a coffee table book documenting 5 years of the project and an upcoming two-part short documentary in Joburg.