The main focus for the target audience is on psychographics versus demographics. The target thinks that Jägermeister tastes horrible, but they do not know that consuming it at -18 degrees Celcius makes it taste delicious. The target seeks authenticity, experiences, adventure and passion in life. Both Jägermeister and the target audience are adventurous, original and outspoken. Emerging trends among the target are imaginative twists in the cocktail category, sustainability, mindful drinking, fondness towards traditional and vintage aesthetics, as well as a trend towards holistic health and nature.