German herbal bitter Jägermeister will launch a limited edition #SaveTheNight bottle to help artists, creatives, bartenders or club owners facing hardship due to the pandemic.
Berlin-based Korean artist and DJ Peggy Gou will be the ambassador of this project, with the brand donating a further €1 million (US$1.14m).
The bottle’s illustration aims to send a “strong message of hope” to nightlife communities and a “signal of solidarity with people who usually make the night”.
On the back, the label says: “The good times will come again. Until they do, this bottle is for those who make the night. Together, we support them. Together, we will #savethenight.”
The label was designed by German illustrator Max Löffler. It features three parts: the portal, the tunnel and gridlines, and a light beam. The three sections aim to symbolise the current situation, the path towards better days and hope.
The bottle will be released at select markets in Europe in early June and then in additional markets including South Africa, Australian, South Korea and China, in August.