Mast-Jägermeister SE, the family-owned company and maker of the world’s most successful herbal liqueur, is rolling out a four-month airport campaign from September to celebrate the launch of new product, Jägermeister Cold Brew Coffee.
Jägermeister Cold Brew Coffee (33% ABV) made its debut in global travel retail exclusively with Gebr. Heinemann in January 2020, following its launch in the UK and US domestic markets in September last year.
“This bold and extensive campaign for Jägermeister Cold Brew Coffee demonstrates our long-term commitment to the travel retail channel now and into the future,” says Mast-Jägermeister SE Director of GTR, Dietmar Franke. “In the midst of the challenges we face as an industry, we are especially pleased to deliver this outstanding activation with long-term partner, Gebr. Heinemann. It will raise awareness of Jägermeister Cold Brew Coffee and reinforce Jägermeister’s position as the number one shot brand in the world.”
In collaboration with Gebr. Heinemann as part of the operator’s Re-Start initiative, high visibility, uniquely designed pop-ups are being activated, highlighting Jägermeister Cold Brew Coffee across a mix of large promotional spaces and smaller secondary locations in nine key European airports, namely Frankfurt, Berlin and Munich in Germany and also Amsterdam, Copenhagen, Vienna, Budapest, Istanbul and Moscow.
Originally scheduled to take place in April, plans have been modified to make the necessary adjustments for social distancing and new hygiene requirements. These include the use of miniatures to allow passengers to sample Jägermeister Cold Brew Coffee at the recommended serve temperature, in line with Jägermeister original, at -18oC. A social media and digital campaign at www.heinemann-shop.com will reinforce the in-airport activity.
Jägermeister Cold Brew Coffee is the perfect fusion of Jägermeister and intense cold brewed coffee: rich Arabica coffee and notes of cacao blend seamlessly with the 56 herbs, blossoms, roots and fruits of the original liqueur to create a delicious, well-balanced shot. Jägermeister Cold Brew Coffee is geared towards Jägermeister enthusiasts, shot drinkers (LDA to 29) and coffee and chocolate lovers in search of new taste experiences.
Gebr. Heinemann Director Purchasing Liquor, Tobacco, Confectionery and Fine Food, Rüdiger Stelkens, says: “Gebr. Heinemann and Mast-Jägermeister SE are both family-owned, German companies and enjoy a strong, long-standing business partnership. Jägermeister is a high priority brand in our spirits offering and we are delighted to bring Jägermeister Cold Brew Coffee to life for our customers with this exciting in-store initiative.”
The latest IWSR data* shows that Jägermeister remains at #10 within the international premium spirits brand listing in global travel retail.
Jägermeister was created by Curt Mast more than 80 years ago and the secret recipe remains unchanged. Made from all-natural ingredients, its taste is characterised by hints of citrus, ginger and star anise, accompanied by a slightly bitter herbal note.
*IWSR Top 20 Premium Spirits brand lines