German drinks company Jägermeister used the platform of Popkomm to launch today (Sept. 20) its latest foray into music -- a publishing company, Jägermusic.

German drinks company Jägermeister used the platform of Popkomm to launch today (Sept. 20) its latest foray into music -- a publishing company, Jägermusic.

The firm vows to invest all profit made by its publishing activities into supporting newcomer signings. Berlin-based publisher B612 will handle administration for the new company.

Joerg Staege, manager of event-marketing for Jägermeister, describes the upstart as "more or less a solidarity-project."

The managing director of Jägermeister Music is Ulli Kuppel, who also runs B612.

For the time being, the new Berlin-based project only exists in Germany but, "we are looking ahead," notes Staege.

Jägermeister was founded by Wilhelm Mast in 1878 as a wine and vinegar production company. The flagship herbal liquor Jägermeister drink brand was launched 1935 in Germany. In 2005, the company reported revenue of€266 million ($336 million) and sold 66.5 million bottles worldwide.

For more than 10 years, Jägermeister has supported the hard rock and metal touring scene in the United States and Europe. The annual American Jägermeister Music Tour takes off Oct. 19 at the Grove of Anaheim.