Jägermeister is best enjoyed ice cold – as is musician Charlie Simpson, who is now, quite officially, the coolest rock-star on the planet.

The singer made it into the Guinness World Records book by performing in Siberia in temperatures of -30°C at the Jägermeister Ice Cold Gig. Yes, you read that correctly: minus thirty, as in thirty degrees below zero – a temperature at which exposed fingers run the risk of getting frostbite. And while courageous Charlie was visibly struggling to play his guitar for the full 15 minutes required to set the record, he somehow managed to pull off an amazing show that soon had the small audience of curious locals nodding their heads and clapping their (heavily gloved) hands! With a support team of three people, Charlie had been on the road for four days to get to the small Siberian village of Oymyakon, the coldest permanently inhabited place on earth – just the right place to warm up with some ice cold Jägermeister shots. Which is exactly what Charlie and his team did to celebrate him setting this extreme record!