Summary of Sally Hogshead's Fascinate, Revised and Updated

Please note: This is a companion version & not the original book. Book Preview:

#1 The taste of Jägermeister is bitter and sweetly harsh, and yet it has grown exponentially. You did the shot because of the unpleasant taste, not in spite of it.

#2 The drink was commercially released in Germany in 1935, and it was marketed as an after-dinner digestif. But it soon became popular with college students, who spread the cult wildfire.

#3 The brand sold almost as much as Absolut, despite the taste putting hair on the tongue. The brand turned the taste into a rallying cry, elevating the product beyond rational benefits.

#4 When you buy a shot of Jäger, you’re not buying a drink. You’re buying an experience. By holding the shot glass, you’re announcing that you have officially turned up the volume on the evening ahead.

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