JägermeisterNever Too Old to Party

How we tapped 90-year-old influencers to reintroduce a 90-year-old liquor

The Challenge

Make a 90-year-old brand feel like the life of the party

Jägermeister turned 90 in 2025. But instead of cake and a party, the brand faced a tougher crowd: a generation accused of killing nightlife by drinking less and staying in. How do you make a 90-year-old brand matter to 20-somethings? We didn’t dodge the age question. We made it the point. Truth is, you’re never too old to party.

The Solution

Partner with the Internet’s oldest creators, of course

We partnered with the most unlikely creators we could find: a 99-year-old granny and her grandson, also known as Ross & Granny. We sent the duo on a chaotic, high-energy night out that rivaled a club kid’s average Saturday. Then we took that same best-night spirit to the pickleball court, and to the kitchen, proving the right energy can transform even the most ordinary moments into something worth celebrating.