The US division of Jägermeister brand owner Mast-Jägermeister is to highlight the plight of ‘lesbian bars’ in the country through a tie-up with TV streaming platform The Roku Channel.
‘The Lesbian Bar Project‘, which kicked off in 2020, will return with a three-episode ‘docuseries’ later this year. Mast-Jägermeister US will partner with The Roku Channel, which will host all three, although specific details around the type of support were not disclosed.
Jägermeister’s YouTube channel hosted the initial film from the project, set up by director Elina Street and filmmaker Erica Rose, in June last year.
According to the unit, the number of lesbian bars in the US has fallen from its height of around 200 in the 1980s to 21. The three new episodes from the project, which will be available to view worldwide on The Roku Channel in October, chronicle operations at outlets in Chicago, Houston and Phoenix.
Earlier this year, Mast-Jägermeister bolstered its spirits portfolio, which is dominated by the on-premise-friendly, namesake liqueur, with a Tequila addition, acquiring a holding in Dwayne ‘The Rock’ Johnson’s Teremana Tequila.
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