In a bold move that fuses artistry with advocacy, Jägermeister just dropped its Global Pass initiative — and it’s giving South African creatives wings. Forget just shots at the bar. We’re talking stages in Ibiza, cultural exchanges, and career-defining moments.
Their first major power play? KMAT, one of SA’s freshest DJ exports, is packing her bags for the iconic International Music Summit (IMS) 2025 in Ibiza, not just to attend — but to headline.
“I’m so excited to be going to Ibiza. I feel so honoured to be performing at this prestigious event,” says KMAT. “This platform has opened so many doors for other artists before me — I hope it does the same for me.”
Manifesting More Than a Drink
At the heart of it all is Jägermeister Manifest, the brand’s premium twist on their classic liqueur — richer, spicier, and smoother, crafted for those who like their spirits layered and their artistry even deeper. With notes of vanilla, cardamom, and oak, Manifest is more than a drink — it’s a vibe.
And that vibe extends far beyond the bottle.
A Passport to Global Recognition
The Global Pass is more than just a campaign — it’s a movement. Designed to empower, elevate, and export South African creative talent, it’s a vehicle for artists to access new audiences and opportunities around the globe. Whether it’s through initiatives like Meister Class or the Amapiano to the World tour, Jägermeister is proving they’re serious about shaping a culture that travels.
“Supporting KMAT’s presence at IMS Ibiza 2025 is more than just a sponsorship. It’s a statement of belief in the future of South African music and its place at the heart of global culture,” says Ephraim Manana of Jägermeister.
Beyond the Stage
Global Pass isn’t just about performance. It’s about connection. It’s about representation. It’s about transforming travel into transformation. In a creative landscape where access often determines success, this initiative is cracking open the door for SA’s next generation of industry leaders to not only walk through — but to take over the room.
So whether you’re sipping Manifest at a luxe gala dinner or watching KMAT shut down Ibiza, one thing is clear: Jägermeister isn’t just pouring drinks — they’re pouring into the culture.
Follow the Movement:
📸 @jagermeister_sa
🎧 @kmat_dj
🎶 TikTok: @jagermeister
📍 IMS Ibiza 2025
