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- Report
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How Jagermeister got in with Spain’s hipsters
- 11/06/2010
Down (in one) with the kids
Aida Domenech (2010) ©Scope
The recent success of Jagermeister in Spain is a beautiful story. It's a tale of sex, alcohol and rock and roll – or, if you prefer, a for-once-decent use of brand ambassadors to win over a hostile market. But Paul Simon Geddis says it’s also an indication that the new breed of hipsters are willing to invite brands into their circle of trust – as long as it suits their lifestyle. -
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