German spirits company Mast-Jägermeister is set to make its debut at TFWA Asia Pacific in Singapore (7-11 May), stepping up its drive to grow the Jägermeister brand in travel retail.
The company will restage its major travel retail campaign, The Secret is You, at the event. Launched last year, the campaign transformed more than 60 of the brand’s airport spaces into outposts of its Ice Kühl Gallery, showcasing multi-media art exhibitions.
The immersive experience included an eye-catching two-storey stand with an interactive digital art display that invited travellers to explore their creativity by coming up with their own meister piece, and share it on social media.
The company will highlight Jägermeister, Jägermeister Cold Brew Coffee and Jägermeister Manifest during the Singapore exhibition.
Jägermeister Vice-President Global Travel Retail Tobias Witte said: “Our presence at the show is evidence of our ongoing commitment to the Asia Pacific region and to creating surprising, high-quality activations geared to Jägermeister consumers. Many of the world’s best travel retail locations are in the Asia Pacific region and we are taking this opportunity to show visitors that premiumisation and consumer engagement is at the heart of what we do.
“Jägermeister is enjoying great momentum in Asia Pacific and we will grow the brand further in 2023, as travel in and out of Asia picks up again. Jägermeister is the number one shot brand in the world and a lifestyle brand in a category of its own. The Secret is You is a perfect platform to leverage the progressive spirit of Jägermeister, not only to engage existing drinkers but also bring new consumers into spirits and grow the overall spirits category.”
The brand made its Asia Pacific debut about ten years ago and established its travel retail presence in 2018, as the traveller demographic evolved to engage younger, more affluent travellers. Since then, Jägermeister has expanded considerably, adding new distribution points and increasing availability.
The business is now shifting its focus to raising its visibility with more activations, building on its previous success. This includes the exclusive regional launch of Jägermeister Cold Brew Coffee in 2022 and the installation of a permanent back wall with education and a tasting bar at the Haikou Mova Mall in Hainan.
The company has also now tapped into Wechat, Alipay and WeiBo as an integral part of its expansion.
Witte added: “We will drive forward our consumer interaction and continue to expand and develop digital elements for the brand in order to deliver Jägermeister’s mission to provide the Best Nights of your life, today and tomorrow.”
The company’s growing investment in Asia Pacific comes on the back of a successful year in the travel retail channel in 2022 when sales hit an all-time high.
According to IWSR, Jägermeister is now the eighth-largest premium spirits brand line in the channel. ✈
