In order to be well-suited for the Wacken Festival, the brand went and changed its outfit for this particular occasion and placed a very special limited edition label onto 2.000 of their 0,35l-bottles: The standard paper labels were replaced by elaborate Wacken-style embroidered badges, also known as patches amongst metal-heads, which could be easily removed from the bottle after consumption. And instantly be sewn on to the headbangers‘ vests.

Embroidered patches are an integral part of Heavy Metal culture. They come in all shapes an sizes and are sewn on to vests or denim jackets, usually to show off which bands one supports.

The Wacken patch could easily be peeled off of the bottle after consumption

and be ironed or sewn on to any vest or jacket. A craft that most Metal-Heads are very good at. Unsuprisingly many did sew on their patches immediately after having down the contents of the bottle.

The 2.000 limited edition bottles were sold within the first day of the festival,

which surprised even the most sceptical trade experts.

The Wacken patch became an instant sought-after collectors’ item.

General Jägermeister sales during the festival increased by a respectable 12%

and brand awareness amongst festival-goers increased by 30%

But best of all: over a hundred requests were made to Jägermeister and the Wacken administration to bring back the Wacken Label Patch in 2017.