Marcel Winatschek

Der Berg Ruft

Jägermeister once threw a Wirtshaus tour in the Alps—a beer hall at 1300 meters near Garmisch-Partenkirchen, electronic music and traditional Bavarian drinking games all at once. Disco Heroes and The Teenagers (French synthpop) were headlining. Between sets: drinking games, foosball, darts. They shuttled people up from Munich, put them up in a wellness hotel.

The whole thing was called Drehmöser 9. Tagline: ’Der Berg ruft’—the mountain calls. That combination either makes sense to you or it doesn’t. Corporate sponsor, Alps, synthpop, beer hall. I liked it. No irony needed.