Part 5/8:
Fast forward to the post-World War II era, when an American named Sidney Frank began a remarkable journey aligning with Jägermeister. After his experience in the spirits industry, Frank discovered Jägermeister in a New York bar during the 1970s and sensed its potential. He managed to secure distribution rights and capitalized on its emerging popularity among college students, particularly in Louisiana, where Jägermeister was touted as a quirky beverage choice.
Frank’s aggressive marketing strategies included the introduction of 'Jägerettes'—young women who promoted the drink in college bars. The resulting visibility allowed Jägermeister to thrive, leading to its widespread adoption in universities across America.