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How To Fascinate: Why Your Brand Should Do A Shot Of Jgermeister

Sally Hogshead

February 11, 2010

"If you're under age 45 or so, there's a good chance that you've tried Jgermeister. However the odds are low—quite low—that you actually enjoy the taste. And that's okay. Few people do. Very, very few. I'll wager that most of the people who make Jgermeister don't like the taste of Jgermeister. Yet the brand continues to grow at an astonishing rate. If so many people actively dislike the taste, how does the company manage to sell 83 million bottles a year? With sales increasing up to 40% per year since 1985, Jgermeister is the most popular drink nobody likes. Many companies successfully advertise products and services that consumers don't necessarily need (bottled water, luxury cars) or even enjoy (backache pills, oil changes, burial plots). But here's a brand that manages to sell an extraordinary volume—at a premium price point, no less—of a product that people don't even want, and more to the point, actively dislike."

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