Joke over.
Source

Ok, they got me. After trying to get my mind round what Jägermeister was up to I shall admit defeat. I fell for their trick. The “Kein Jägermeister” was a marketing strategy I’ve never seen before, so I’ve learnt a lesson or two.

It looks like they were making us all believe this crappy (or so-uncool-it’s-cool) product was being introduced. I did wonder about the humour. But think of the millions that went into the TV ads. Brave. Then, after everyone realised it’s not in the shops and you can’t get it anywhere, they admitted on their site:

Wir haben versucht, es uns ein paar Wochen lang vorzustellen – und kommen zu der
mehr als erwarteten Schlussfolgerung: Ziemlich zahm!

Das ist jetzt vorbei! Nach längerer Werbeabstinenz und kurzer Durststrecke geht es
endlich wieder im gewohnten Stil weiter. Und das bedeutet: Achtung wild!

So the last laugh is on me. The bottom line (or what an advertising person would call the “take out”) is something along the lines of “of course we can’t survive without Jägermeister. We’re back.”.