Strangely enough, I’ve spent quite a few nights near cars at this point.
And no, I don’t mean drinking and driving – that’s as stupid as it gets. I’m talking about parties and events where cars take center stage.
Last Thursday was supposed to be a relaxing evening with some friends – grab a bite to eat, watch the new Poison movie, nothing too wild. But the day before, while deep in a social media doomscroll, something caught my eye. Something whole orange.
It was a shot of an E30 BMW M3 DTM racer dressed in the iconic Jägermeister livery. But instead of the usual track backdrop, this one was set in a dark room, lit only by neon lights. The caption read: “Rave on Thursday, race on Sunday.”
I’m not saying I’m a rave lover, but I’m not saying that either not also one. I was intrigued. Plans to go to the cinema were scrapped in favor of a car park unlike any other in West London.
You may recognize the Duke of London from another event story this year. The Brentford location combines a showroom, cafe, workshop, storage space, wine bar and a collection of eclectic cars from owner Merlin McCormack.
For this evening, the upstairs of the Duke had been transformed into a ’90s-style techno club, with a cafe bar and a second one thrown in for good measure. The space was drenched in orange neon lighting and perfectly complemented the star attractions: no people, but five of Jägermeister’s most iconic racing cars.
There was of course the E30 M3 DTM, alongside its rival, the Alfa Romeo 155 DTM, plus a Group 5 BMW 320 E21, a monstrous Porsche 935 and the latest Opel Astra V8 DTM.
Each car is legendary on its own, but together they tell the story The rich racing history of Jägermeister. What fascinated me, however, was how an event like this could even come about.
After all, when you’re considering a night out, race cars aren’t exactly the first thing that comes to mind, right? Especially when there is an open bar and a dance floor.
The brains behind this event and all the other recent off-track Jägermeister pop-ups is a brand called Rennmeister. Their mission? To present the Jägermeister collection as more than just racing cars.
If you ask someone who isn’t into cars to attend a classic race meeting, they’ll probably decline.
But invite them to a party with some cool vintage race cars, add some good music and a few cocktails, and they’ll be much more likely to take you up on the offer.
I spent the first part of the evening at the event preview, catching up with some industry colleagues and enjoying the cars without the usual crowds. Sure, I had seen some of these cars at events like Air-cooled Wrocław And Ultrace this year, but I can never pass up any opportunity to experience the details up close.
After that, I might have fallen victim to the open bar. The Jägermeister cocktails were a hit and the fun mix of music made for an enjoyable evening in a truly unique location.
A quick chat with the Rennmeister team at the event gives me hope that I can tell you more stories about the past, present and future of the Jägermeister racing team.
Despite all the seriousness and professionalism that the industry often demands, it was great to experience the fun side of the business after hours. I can’t wait to see what Rennmeister mixes next.
Mario Christou
Instagram: mcwpn, mariochristou.world
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