I read every day. In fact, I read lots every day. I read
local news, national news, international news, sports stories, travel articles,
how-to guides, blogs on what other people are getting up to in their lives and
everything else in between. I also read features. Which brings me to this; my
latest blog post. I was asked to write about my favourite piece of feature
writing and nothing immediately popped into my head. I’ve read so many
features, on so many different topics, yet many are forgotten about before I even close the computer tab and continue with my day.
There is one feature I read, many moons ago, that sticks in
my mind. For all the right reasons. It is an excellent example of everything a
good feature should be. It’s about alcohol. Jägermeister to be precise. And no,
before you jump to any conclusions, I am not a raging alcoholic. Occasionally,
I crave under peer pressure, and order a Jägerbomb. Four for twenty euro is the
deal in the nightclub. But I don’t like Jägerbombs and, if the morning after
the night before is anything to go by, the seemingly endless hangovers I’ve
suffered through echo what I already knew: I don’t like Jägerbombs and Jägerbombs
certainly do not like me.
But back to the feature I was telling you about, before I
started reminiscing on Jäger-induced hangovers.
“How Jägermeister
changed the way we drink” is a feature article written by British
journalist Simon Usborne. I came across it in April 2013 on
The Independent UK website while I was,
presumably, procrastinating from college assignments. Although the article
focuses mainly on Jägermeister, it also explores how the
German spirit has changed the face of drinking. It looks at
the phenomenon of Jägermeister, its rise in popularity and how it has made
binge drinking more acceptable.
Usborne’s writing encompasses everything a feature story
should. It is journalistic; it is researched, descriptive, colourful,
thoughtful, reflective and thorough.
He uses colourful descriptions throughout his article,
accurately describing the “sticky dance
floor” where he meets college students Paul, Polly and Andy, enjoying Jägerbombs.
His use of meaningful anecdotes really brings the piece to
life as he recalls the nightclub and the people he met there. Significant
quotes from some of these people drinking Jägermeister is also significant to
the article. "It's my third, and I'll probably have another one," one is
quoted as saying, while another recounts the night he drank one too many: "I did 12 of them in 10 minutes,"
he says.
Although it seems this feature
may have originally stemmed from Usborne’s own observations from a night on the
town, he uses this to his advantage and turns it into an excellent feature
piece, giving readers information in a pleasing and entertaining format.
He provides us with fascinating
statistics that highlight the popularity of Jägermeister: “Last year, Britain got drunk on 4.4 million litres of Jägermeister,
equivalent to 6.3 million standard bottles (or almost 180 million shots). Five
years previously, we managed fewer than 700,000 bottles, and only 70,000 in
2003.”
Usborne solidifies his feature
by visiting the headquarters of Jägermeister and interviewing expert sources
such as Marcus Thieme Jägermeister’s head of Western Europe, Daniel Wresinski,
a master distiller, and Andrew Knowles co-founder of JKR. His research into the history of
Jägermeister, it’s origins and how the company has developed over the years is
extensive. He informs readers about the history surrounding the green colour of
the bottle and the logo of the mythical deer.
Usborne makes some interesting
points that readers, or even lovers of Jägermeister, may not even know: Jägermeister
itself is trying to distance itself from the Jägerbomb as, the company believes Jägerbombs, usually mixed with a carbonated energy drinks like Red Bull, take
away from the true beauty of the original Jägermeister.
For me, there are plenty of
lessons to be learned from this excellent example of feature writing. The
article exemplifies what exactly makes a good feature story: a human interest
angle that focuses on particular people, places and events. It highlights the importance of
carrying out background research and ensuring you have expert sources, in order
to give credibility to the story.
It also shows how good features
cover a topic in depth, going further than hard news coverage by amplifying and
exploring the most interesting and important elements of a situation or occurrence.
It highlights the difference between hard news by showing that feature writers have
extra time to complete background research, interviews and observations; a
privilege often denied to hard news journalists reporting on breaking news stories.
Here is a link to the original article: http://www.independent.co.uk/life-style/food-and-drink/features/how-jgermeister-changed-the-way-we-drink-8577209.html