In Mexico, Jägermeister is not at the top of mind of people because the alcoholic category is dominated by simplest flavours like mezcal and tequila, while the product has more than 56 ingredients. That is why the brand is constantly looking for ways in its communication to consume the product with more familiar flavors such as beer.
So to communicate this pairing, in a non-traditional way, we pushed the boundaries of music use in the industry by not just mixing a beat or adapting a famous song, but creating a new rhythm and melody with the product itself. We analyzed the liquid, flavor, density and composition of the beer and Jägermeister through the "Rainger FX Minibar", a unique guitar pedal, which allowed us to modify the tones and notes of a melody. In this way, we transformed the liquid of Jägermeister and Beer into an original score never heard before, an acoustic experience that demonstrates how Beer&Deer is such an exquisite experience for the palate and, now, for the ears.