Case study | Enterprise learning

A masterclass in brand-focused onboarding

Learn how Jägermeister combined an LMS and blended learning to deliver a masterpiece in brand-focused onboarding that doesn't even feel like learning.

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Established as a vinegar factory and wine trader in the Lower Saxony town of Wolfenbüttel in 1878, the company launched its first herb liqueur under the name of Jägermeister in 1935. The secret recipe comprising 56 herbs remains unchanged from those early days.

Mast-Jägermeister SE grew from a small family business to an international organisation, and is now in the fifth generation of family ownership. In 2020, the company recorded global sales of 89.6 million 0.7 litre bottles, now selling the main product Jägermeister in more than 150 countries.

Jägermeister has around 1000 direct employees. Resellers and external distribution partners around the world add to the large number of people requiring training.

Before corona, Jägermeister took a rather traditional approach to learning and knowledge-sharing. In most cases, new employees, distribution partners and resellers were invited directly to the headquarters in Wolfenbüttel to help them learn about the brand and understand it better. There, they would receive all the necessary training on the products and get a feel for the brand.

Yet, even before the pandemic, it was clear that this system needed to be optimised, and Jägermeister started to look into procuring a learning management system (LMS). Professional training courses in e-learning format were also on the wish list back then.

The range of training to be covered by the LMS, individual learning nuggets and web-based training (WBT) went beyond the offering for external distribution and trading partners. For instance, different target groups from apprentices and trainees to the CEO needed to gain an in-depth understanding of e-commerce.

At the same time, a coherent and strong brand image that all employees identify with is a top priority for Jägermeister. Therefore, the learner experience was considered crucial.

Jägermeister decided to use the imc Learning Suite as its learning platform. The well thought out extended enterprise scenario in combination with the clear module structure was a major deciding factor in favour of imc. The Learning Suite also scored with its customisable configurability and great system reliability.

Simply sharing knowledge is not enough – it also has to be packaged right to reach all target groups and meet their needs. To this end, imc created a sophisticated blended learning scenario for Jägermeister.

Kathrin Heidler, Instructional Designer at imc, analyses the collaboration with Jägermeister: “What set the project apart is how complex it was. A blended learning journey embedded in classroom training, web-based training, performance cards and our BizQuiz is far from routine – even for us!

We were really able to go all out with this project. It was great fun helping to design such a complex project using a large variety of techniques.”

The feedback for the initial platform tests was all positive. Users were especially taken with how the e-learning content triggered an emotional response. The consensus among the employees: Once you log in to MeisterAcademy, the training courses don’t feel like learning. The direct integration of LinkedIn learning courses was also received very favourably, as it gives employees an even greater choice of courses.

Philipp Terstesse, Manager Global Trade Marketing at Jägermeister, summarises: “Our goal was to create a learning experience that takes a new approach and motivates learners. The learner and employee experience were extremely important to us.
We firmly believe that our digital ambitions go a long way towards shaping the future of our brand. We are thrilled to have a strong partner in imc who will stay by our side as we embark on this journey into the future together.”

A masterclass in brand-focused onboarding

Not just good – a 'meisterpiece': How Jägermeister combines LMS and blended learning

Top-quality training in line with the brand

A blended learning journey masterpiece

Learning that doesn’t feel like learning