INTERNATIONAL. 9556 Nights of Exploration, a strictly limited release from herbal liqueur Jägermeister, has launched in travel retail stores, supported by the brand’s ‘The Taste of the Extraordinary’ campaign. The recommended retail price is €560.
As we reported on location from Jägermeister headquarters in Wolfenbüttel, Germany earlier this month, just 2,500 hand-numbered bottles of 9556 Nights of Exploration are available worldwide, with 1,000 at key international airports around the world, including in Singapore, Incheon, Mumbai, Delhi, Hyderabad, Frankfurt, Oslo, Copenhagen, Berlin, Amsterdam, Istanbul, Sydney and Johannesburg, plus others.
The product is also available in 15 domestic markets exclusively via ecommerce.
As part of the promotional campaign, digital and social media communications will drive awareness amongst consumers in airports. In selected travel retail stores, 9556 Nights of Exploration is brought to life with the bottle presented as a design object on a podium.
Shoppers scan the QR code on the display and are then asked to imagine the taste by taking a quiz and selecting the tasting notes and ingredients they believe to be part of the limited release recipe.
By exploring the quiz, shoppers will discover the story in an “engaging and enticing” way, said the brand owner. At the end of the interaction, travellers are invited to leave their email address for a chance to win a bottle of Jägermeister 9556 Nights of Exploration.
Special dedicated displays in the Gebr. Heinemann store at Frankfurt Airport showcase the launch of 9556 Nights of Exploration, supported by airport advertising, with ‘The Taste of the Extraordinary’ campaign appearing on screens at Terminal B West, in conjunction with Frankfurt Media.
Earlier this month, an exclusive campaign with the loyalty programme Heinemann & Me teased the launch to its members, giving them 24 hours early access to purchase a bottle.
Gebr. Heinemann Director Marketing Jens Peter Peuckert commented: “We are thrilled to be able to offer 9556 Nights of Exploration in our Frankfurt store. By giving Heinemann & Me users early access to this exclusive product, we are keeping our promise to be a valuable travel companion. The interactive display will undoubtedly make for an unforgettable experience. “
As reported, 9556 Nights of Exploration is a first in the company’s history and the result of a successful experiment by Dr Günther Findel, the son-in-law of Jägermeister’s inventor, Curt Mast. Findel wanted to test how the base of the liqueur would develop when stored over a long time – the result is this rare Jägermeister bottling 9,556 nights later.
The company said the longer barrel time “enriches the characteristic spicy herbal flavours with sweet fruit accents, as caramel and vanilla aromas round off the subtle hints of oak”.
The minimalist clear glass bottle has no front label to allow the colours of the spirit to shimmer through and the back label is printed in Jägermeister’s signature orange. The story of the limited release is printed on the inside back label and only starts to appear when the liquid is drunk. A handwritten serial number features on each bottle.
9556 Nights of Exploration is packaged in a beechwood box in Jägermeister Orange, which shelters the bottle from shock. The design is inspired by wooden crates used for shipping high-end artwork and the wood originates from beech trees native to Wolfenbüttel.
A QR code shows the location of the forest via Google Earth. An exclusive presentation pack has been designed for travel retail, available only at airport stores and on travel retailer ecommerce platforms.
Mast Jägermeister Vice-President Global Travel Retail Tobias Witte said: “We are delighted to introduce consumers in airports around the world to 9556 Nights of Exploration. This new and limited elixir from Jägermeister gives consumers a new taste experience as part of Jägermeister’s mission to provide the ‘Best nights of your life – today and tomorrow’.”
According to IWSR in 2022, Jägermeister is the eighth largest premium spirits brand line in the travel retail channel. ✈
