Mast-Jägermeister is encouraging nightlife supporters and businesses to “turn adversity into opportunity” via its M-Venture initiative.
The German company’s M-Venture innovation and investment unit aims to redefine the best nights of life of its young urban target group. It encourages investments, strategic partnerships and new products.
And at a time when nightlife has been officially shut down in many countries worldwide to stop the spread of the virus, start-up associates have come up with innovative ideas to #savethenight.
The Jägermeister platform describes measures taken by political leaders as “absolutely necessary and reasonable, given our shared responsibility to contain the pandemic”.
M-Venture points out that “where hedonistic self-determination and fun normally reign, millions passionately doing their jobs in clubs, bars and nightlife-related creative industries now struggle to make a living.
“However, we believe that nightlife holds an indispensable position within our society, both economically and culturally.
“With nightlife and cultural venues closed and events being cancelled, our portfolio is creating Best Nights through new ways and helps to ensure that there is culture and nightlife to go back to once the pandemic is over” – M-Venture Managing Director Christoph Goeken
“We see ourselves as ambassadors and creators of Best Nights. At M-Venture we have a broader definition of Best Nights and thus support companies who are bringing people together by creating real, physical experiences in community as an investor.
“We believe that Covid-19 is accelerating changes in consumer behaviour and that Best Nights will be reimagined.”
M-Venture Managing Director Christoph Goeken commented: “With nightlife and cultural venues closed and events being cancelled, our portfolio is creating Best Nights through new ways and helps to ensure that there is culture and nightlife to go back to once the pandemic is over.”
ChargedUp, TasteTours, Woov and ArtNight are M-Venture portfolio companies. Determined to stay relevant in times of the pandemic and beyond, they have adapted to bring thousands of micro-events online, replace battery charging with sanitisers and build a voucher platform for thousands of restaurants.
Berlin-based ArtNight is known for painting, mixology, planting and baking classes which are designed to bring people together in bars, bakeries and restaurants. Its new online format offers edutainment events at home through tutorials and live events to support the start-up’s over 500 freelance event hosts and 80 employees.
London-based ChargedUp, a leading European phone-charging network, estimates a -98% loss in its network of venues through COVID-19. Looking to optimise its resources, experience and network during these challenging times, the company is converting its freestanding phone charging stations into hand sanitising dispensers.
The hand sanitising stations can be used by members of the public free of charge, with ChargedUp providing the hardware and the hand sanitiser at cost price to any venue in need. ChargedUp said it has already sold over 350 units to the National Health Service, care homes and train operators in the UK.
TasteTours is usually geared towards visiting restaurants. Its offer includes a food safari for clients to sample, bite by bite, popular restaurants in selected locations in Germany. The Hamburg-based company has introduced a ‘Pay Now, Eat Later’ initiative to support the local gastronomy industry. Consumers can buy vouchers for their favourite bars, nightclubs, cafés and restaurants. The venues receive the full amount immediately and customers can enjoy their preferred drinks and food after the crisis.
According to M-Venture, the initiative has meant close to €1 million of liquidity to over 1,200 bars and restaurants across Germany.
Also under the M-Venture umbrella, the Amsterdam-based Woov is launching the world’s first interactive digital festival platform.
For a deep insight into how the COVID-19 lockdown in Germany has affected drinks companies click here to listen to Waldemar Behn Managing Director Rüdiger Behn on The Moodie Davitt Report’s popular In Crisis – Travel Retail Voices podcasts.