FOR JÄGERMEISTER AND THE FADER’S
“UNLOCKING THE CRAFT” PROGRAM
Hip Hop Artist Documents Journey to Wolfenbüttel, Culminating with Performance in New York City
By Jack Barnes
The FADER and Jägermeister have partnered with hip hop artist 2 Chainz to announce its new program, “Unlocking the Craft”. This partnership was developed to celebrate the heritage, process, and spirit of the legendary herbal liqueur with the acclaimed artist. Enjoy this video stream below after the jump.
Earlier this month, 2 Chainz traveled to the small town of Wolfenbüttel for a private trip to the Jägermeister factory to meet Master distiller, Mr. Fritz, and Global Mixologist, Nils Boese. There he received an education in the production process and craft behind the German elixir and experienced the uniqueness of the brand’s complex and balanced flavor that is made up of a closely guarded recipe of 56 premium botanicals sourced from around the world. With the help of his new friends from the distillery, 2 Chainz developed an official signature Jägermeister cocktail.
Documented by The FADER’s cameras, the video will be unveiled Wednesday, November 11th online at www.TheFADER.com. OnTuesday, November 10th, the artist will perform for an intimate crowd, and unveil his signature drink for the first time.
Jägermeister, which translates to “master hunter,” is the #1 selling imported liqueur in the United States and one of the top shot brands in the world. The full-bodied flavor of Jägermeister, which includes cinnamon, star anise, ginger and cardamom, is a result of a lengthy maceration to extract aromatic compounds from a closely guarded recipe of 56 herbs, roots, blossoms and fruits, plus aging in oak casks for one year. The production process is exacting and includes sourcing the ingredients in their raw, unprocessed form, along with 383 quality checks to ensure its iconic taste profile. Jägermeister Liqueur is 35% Alc. /Vol. and imported exclusively by Sidney Frank Importing Company, Inc., New Rochelle, NY. SFIC is a wholly-owned subsidiary of MJUS. Visit www.jagermeister.com, A or a for additional information. DRINK RESPONSIBLY.
About The FADER
Launched in 1999 and founded by Rob Stone and Jon Cohen, The FADER is an award-winning, ahead-of-the-curve music, style, and culture publication and the unofficial guide to what’s next in music. Led by President and Publisher Andy Cohn, The FADER is credited with giving early exposure to top artists including Kanye West, Bon Iver, Kendrick Lamar, Outkast, The Strokes, Drake and The White Stripes. The FADER brand has expanded in innovative ways, providing a cross-platform reach across print, digital, mobile, social media, and experiential realms, including the flagship live music event, The FADER FORT, in New York and Austin, that presents some of today’s most innovative programming and emerging artists to fans.
About 2 Chainz
2 Chainz is a three- time Grammy-nominated rapper from Atlanta, GA who has worked with Kanye West, Lil Wayne, Ludacris, Nicki Minaj and Pusha T. Initially a member of the rap duo Playaz Circle, 2 Chainz broke off as a solo artist in 2012 and signed with Def Jam Records. His first release, Based on a T.R.U. Story, debuted at number one on the Billboard charts and spawned three Top 50 singles, and is RIAA certified Gold. His highly anticipated follow up, B.O.A.T.S. II: Me Time, featured production from Diplo, Mike WiLL Made It and J.U.S.T.I.C.E., and had guest appearances from Pharrell Williams, Drake, T-Pain and more. Earlier this year, 2 Chainz launched his own independent label, The Real University, and recently released a mixtape, Trapavelli Tre.
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Props to The Fader