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The ICECOLD supermarket opened its doors this morning, with Jägermeister revealing themselves as the iconic brand behind the icy experience.

After teaser videos and online buzz growing all week, the ICECOLD Supermarket was finally open to customers this morning. After much speculation, Jägermeister revealed itself as the iconic brand behind The ICECOLD Supermarket. With the official launch party looming, as Mast-Jägermeister Head of Digital, Culture and Events, Peter Kennedy sums up: “Iceland wouldn’t let us have a rave in their supermarket, so we made our own.”


The Supermarket is an immersive experience offering the chance to enjoy all things Jägermeister, from Jägermeister freezers packed with Limited-Edition ICECOLD Supermarket Original bottles to further surprises when consumers descend the stairs into the venue’s ‘Freezer Room’. A Jägermeister Bar will be serving Ice Cold shots whilst guest DJ’s play throughout the two days. For more frosty fun you can get your hands on Jägermeister ice cream and ice lollies, as well as ICECOLD Supermarkets’ very own line of merch.


Limited edition bottles available in the ICECOLD Supermarket also feature a new, interactive on-pack promotion which encourages consumers to keep Jägermeister in the freezer to reveal a secret code, only visible at an optimal chilly temperature. This secret code offers the chance to win more than 1,500 prizes such as e-shop vouchers, branded merchandise and a once in a lifetime European Jägermeister festival experience for four.


Jägermeister invites you to come down and enjoy the ICECOLD Supermarket experience today. Doors open from 10:00am – 6:00pm on Thursday 13th and Friday 14th October at 58 Oxford Street, London, W1D IBH. Check out more of what to expect below.

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