Jägermeister launches Save the Night initiative in Porto

Jägermeister is launching its global “Save the Night” platform in Portugal for the first time. The initiative will debut at Maus Hábitos in Porto through a series of six events curated by the cultural collective BRASA.

The program aims to foster a more inclusive, safe, and culturally vibrant nightlife by providing a platform for emerging DJs and artists, with a specific focus on representing LGBTQIA+, migrant, and multicultural communities. The events are scheduled to take place between 2026 and early 2027.

A central component of the initiative is the promotion of responsible consumption. This includes providing non-alcoholic alternatives at bars and training bar staff on responsible service to prevent excessive consumption. The project will also utilize digital and physical messaging to encourage balanced and conscious nightlife experiences.