Spirits are cultural assets, and enjoying them is a an age-old tradition: they are consumed responsibly by millions of adults worldwide every day, and in many societies they are an expression of our zest for life.
For more than 80 years, we have continuously strived to produce spirits of the highest quality and with an unmistakable flavour. Today, Jägermeister is the most successful herbal liqueur in the world. It is sold in over 145 countries and enjoyed by millions of people on a range of occasions.
In 1934, Curt Mast created what is now known the world over as Jägermeister, combining 56 different natural ingredients, including select herbs, blossoms, roots and fruits from every corner of the globe. Since then, we have succeeded in combining the great traditions of a family-owned company with innovative and exciting marketing strategies. This has made Jägermeister one of the most successful premium brands worldwide. The Jägermeister brand has a strong character and stands for unique, authentic flavour.
As a family company, we are aware of our responsibility to the people who consume our products and, therefore, are committed to the responsible marketing and advertising of our products. We pay special attention to ensure that our sales, marketing, communication, and advertising activities promote the responsible enjoyment of our products by adults of legal purchasing age who choose to drink. We are convinced that implementing this code will contribute to the long term success of our brand.


Jägermeister is intended for adults of legal purchasing age who choose to drink.
Minors must be given special protection. Drinking alcohol should be a choice that is made freely by adults. In marketing and communications activities, we will strongly support the message that the consumption of alcohol is only for adults who have reached the legal minimum age.


Jägermeister’s commitment to responsible consumption is an important, integral component of all advertising and marketing practices.
At Jägermeister, we strive to promote the message that alcohol should be consumed responsibly. We will incorporate responsible drinking statements in our communications wherever practicable and possible. In our marketing and communications work, the consumption of alcoholic beverages will be depicted exclusively as responsible and moderate enjoyment.


Jägermeister encourages responsible decision-making regarding the consumption of alcohol and discourages abusive consumption.
At Jägermeister, we reject any consumption of alcohol that is irresponsible, abusive, or excessive. Our marketing and communications activities will not claim that the consumption of Jägermeister enhances mental ability or physical performance.


Jägermeister marketing and advertising should reflect generally accepted standards of good taste while recognising that these standards can vary from nation to nation.
At Jägermeister, we hold socially accepted standards and conventions in high esteem since our products are enjoyed by millions of different people. We want to play our part in a multicultural society and we honour the diversity of people, ideas, and beliefs. Accordingly, our marketing will never denigrate anybody because of their sex, ethnicity, or belief, nor because of their religious or political views.


Jägermeister marketing and advertising abides by all laws, regulations, and national self-imposed codes.
The Jägermeister Marketing Code sets out fundamental principles that are applicable for any country in which we are active. In countries where local laws and advertising regulations place additional requirements on doing business, these additional requirements must also be met.

The marketing and advertising practices of every country in which we do business will be periodically reviewed to ensure compliance with this Jägermeister Marketing Code. These periodic reviews will examine all marketing and advertising practices, including the following areas:
●        Traditional Advertising (TV commercials, print & billboard advertising, etc.)
●        Digital Marketing (Jägermeister Websites, Social Media channels, etc.)
●        Point of Sale/ Consumption Materials
●        Promotional Activities
●        Event Sponsorships
●        Public Relations

If you have any questions, comments or feedback regarding the Jägermeister Marketing Code, please do not hesitate to contact us.
Corporate Communications
Phone: +49 5331 81-448
Fax: +49 5331 81-411
Mast-Jägermeister SE
Jägermeisterstraße 7–15
38296 Wolfenbüttel

Hello Joburg
We're here

Welcome to Night Embassy, Johannesburg. 

A residency programme devised to support creative nightlife communities by providing mentorship and guidance from a world-class Creative Board made up of exceptional South African creatives, productional support from Jägermeister, and the necessary financial resources required to make your artistic empires come to life.

It’s a space for self-expression and exploration of the outer limits of Joburg’s vibrant nightlife. 

It’s Freedom, Freiraum, Inkululeko Indawo, Vula SIthuba, Gratis Spasie, Nafasi Ya Bure.
It’s where creative communities converge to change the rules and restructure paradigms. 
It’s a space for everyone and anything. 


Every journey of self-discovery starts with that first step. This is yours.

Our application process is an essential part of picking the Ambassadors of the Night ready to make a mark and set this scene alight. 

Grab your crew, you know what to do.

Meet our
creative board

The Night Embassy is a space for unbridled creative expression, where we support and bring awareness to multifaceted, up-and-coming nightlife communities often overlooked by the mainstream.

Meet a multifaceted, unapologetically talented group of creative pioneers that embody the cultural cross-section of the Jozi Nightlife Scene. 

Say hello to our Creative Board.

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The Night Embassy by Jägermeister is all about creating ‘Freiraum’, space for unbridled self-expression and unlimited creativity. A conceptual and physical playground for world-building and dream-weaving, in which people can truly be who they want to be, no matter who they are. 
Four collectives (or individuals) will be selected to become Ambassadors of the Night. They will be given a purpose-fit space somewhere in Joburg that suits their needs, and they’ll be granted total autonomy to use it in any way they envision, building their own creative kingdom, for themselves and their communities.
By providing this Freiraum, mentorship through our world-class Creative Board, and relevant productional and promotional support and resources, we’ll give our ambassadors the tools and inspiration to bring their vision to life and craft unforgettable experiences for the Jägermeister family to enjoy – which means EVERYONE.
And, as we source these ambassadors across diverse communities such as Fashion and Music, Dance, Content and Styling, the LGBTQIA+ family, Poetry, Film, and many other sectors of society, we’ll watch a truly unified embassy unfold and make history, together.
This is your world. 
Now, create it.

How to

Ready to kickstart your creative future and forge an unforgettable legacy alongside our Creative Board?
Here’s how:

Register your details below.  You will then be redirected to a page where an application form can be downloaded.  An email will also be sent to you with the form attached.

Wait to hear back from us! 

Get The

The Night Embassy is about to shine a light on Joburg's most promising young creators, nurture a new crop of creative pioneers, and examine the evolution of content across some of the edgiest, up-and-coming communities and emerging spaces.

We're about to redefine nightlife and change lives, and by subscribing to our newsletter, you'll be first in line to watch it all unfold.

Just complete the form below to subscribe to our mailing list.

To access our NIGHT EMBASSY website you must be of legal drinking age in your country of access or older.
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