Jägermeister gathers more than 500 at Sunday River for record “après shot ski”
Photo courtesy of Jenna Pelech.
It was one for the books and the shot skis.
Here’s how you gather more than 500 skiers and snowboarders at the end of the season when variable temps turn the trails into piles of corn snow and patches of ice: Invite them all for a drink.
Sunday River played host April 7 as Jägermeister attempted to set the record for the “Largest Après Shot Ski.” In the weeks leading up to the event, New Hampshire Magazine helped the maker of the herbal liquor get the word out through targeted emails and Instagram posts.
At 9:30 that morning the main lodge nearly deserted, typical for this time of year. Would there be a crowd big enough to pull this off? Would some of them have to double up on shots?
Photo courtesy of Jenna Pelech.
The latter is not possible with a shot ski. The homemade variety is an old ski with few holes drilled in it big enough to hold shot glasses. It’s designed for friends to take shots together, presumably after a long day of shredding the mountain.
For their “shot” at glory, Sunday River participants would be using Jägermeister-branded schwag, a whole bunch of replica skies connected with zip-ties.
By the scheduled 1 p.m. start time, a large crowd had gathered at the Jordan Bowl area, where Sunday River operates a snow igloo ice lounge. A stage was set up outside for a DJ and the emcees: Olympic Gold Medalist Jonny Moseley and Maine hot dogger and resident clown Donny Pelletier (the alter ego of Olympic skier Troy Murphy).
Pelletier bragged about his exploits on the slopes.
Editor Mike Cote with Jenna Pelech of Yankee Custom Marketing. Photo Courtesy of Jenna Pelech
“This is just another feather in the cap. We’re about to break the record for the world’s largest après shot ski with a nice, cold shot of Jägermeister,” Pelletier said. “That sounds pretty good. Friggin’ Moseley flew out from California for it.”
Moseley said Sunday River has a special place in his heart.
“I was telling, Donny, last time I was here was after 1998 Olympics, around 2000. My return to the Olympics was in jeopardy because I had left the Olympics after 1998 to go do X-Games and all that stuff,” Moseley said. “I got second at the World Cup here, which got me back on the team and in line to go to the ’02 Olympics. Special memories.”
Moseley didn’t have to worry about any moguls for this event, just corralling 500 or so people to a roped off staging area. Once positioned, the crowd stood shoulder-to-shoulder in several rows as a drone flew overhead to capture the magic moment. After Moseley’s count-off, they lifted the connected shot skis in unison and downed 1.5 ounces of the licorice-flavored liquor.
It was one for the books and the shot skis.
