The Heavy Music Awards has celebrated its first birthday by announcing the appointment of Jägermeister as Drinks Partner for 2018.
The iconic German herbal liqueur – synonymous with the heavy music scene – will be served to guests at the HMA18 launch in Manchester and the main event at Koko, London in August.
Renowned for its masterful blend of 56 botanicals, the “unique elixir” was developed by Curt Mast from a secret recipe and launched in Germany 82 years ago.
On March 1, 2017, the Heavy Music Awards was launched.
In its first year, almost 100,000 votes were cast with Architects, Enter Shikari, Black Sabbath, Download Festival, Gojira, Ghost and I Prevail among the winners.
Also shining a light off stage, HMAs were presented to photographer Ben Gibson, producers Henrik Udd and Fredrik Nordström and O2 Academy Brixton.
Tom Carson, from Jägermeister, revealed why the iconic brand chose to back the HMAs.
“We are really pleased to align ourselves with the Heavy Music Awards, an event that was created to celebrate talent, achievement and diversity in heavy music,” he revealed.
“The fact that the winners are chosen by the public is important to us, we cherish the relationship that we have with our consumers and Jägermeister is all about passion, truth and quality.”
Heavy Music Awards Co-Founder, Andy Pritchard, said: “Jägermeister has become a part of the heavy music zeitgeist – not only does the brand’s philosophy fit perfectly with that of the HMAs, their commitment to supporting this scene to such exacting standards sets a wonderful benchmark.
“Jäger is also a great way to kick off a massive party, which is something we can all get behind.”