Mast-Jägermeister has revealed ambitious plans to grow its Jägermeister brand in travel retail worldwide.
As reported, the German spirits company significantly increased its sales in the 2022 fiscal year despite challenging political and economic conditions, achieving its best results ever in travel retail.
Travel retail has become the business’s seventh largest market and, according to ratings in the IWSR Top 20 Premium Spirits brand lines 2022, Jägermeister is the eighth largest premium spirits brand line in the channel.
Jägermeister Vice-President Global Travel Retail Tobias Witte* said: “We have enjoyed tremendous international success as we’ve continued to ramp up activities and bring new concepts to life in recent months.
“Pre-COVID we broadened our international distribution and subsequently were able to expand partnerships and increase our footprint with new customers. At the same time, we expanded our portfolio with Jägermeister Manifest and Jägermeister Cold Brew Coffee.
“Travel retail is currently the largest and second largest market respectively for these products. What’s exciting is that we still see great potential here, especially as travel in and out of Asia picks up again.”
This year, Jägermeister will continue to invest in raising the visibility of Jägermeister and extend its global travel retail ‘The Secret is You’ campaign. Over 60 promotions are planned worldwide, supported by 17 brand ambassadors as Jägermeister continues to expand its presence onboard ferries and cruise ships.
“Our task is to create surprising, high-quality activations geared to Jägermeister consumers, with exclusive products such as our limited-edition gift bottles and shot glasses,” Witte added. “We continue to drive forward premiumisation and coordinate campaigns with domestic markets which are driving overall brand awareness.
“The best airports are now evolving into international shopping malls and, with over a billion passengers from around the world travelling through them, Jägermeister is the ideal brand to appeal to a global audience.
“Consumers understand Jägermeister’s mission to provide the ‘best nights’ of your life, today and tomorrow,” he concluded.
Best Nights VC is the innovation and investment unit of Mast-Jägermeister, with the mission to shape the future of nightlife. Through investments, strategic partnerships and new products and services, it aims to offer the young urban target group the best nights of their lives.
The original Jägermeister herbal liqueur was developed in 1934 by Curt Mast. According to the Mast-Jägermeister website, Mast was a passionate hunter who envisioned a drink for toasting the hunt with friends. This close bond with the forest and hunting is written into the Jägermeister label and signature green glass bottle.
The secret Jägermeister recipe, which blends 56 herbs and spices, has remained unchanged. Made from all-natural ingredients, Jägermeister’s taste is characterised by hints of citrus, ginger and star anise, accompanied by a slightly bitter herbal note. The brand’s portfolio has been extended to include Jägermeister Manifest and Jägermeister Cold Brew Coffee. |
*Tobias Witte featured recently in TRI-POD, The Moodie Davitt Report video podcast series in association with The SEVA Group.
He talked to co-hosts Roger Jackson (Dubai-based Managing Director at The SEVA Group-owned Organico Solutions) and The Moodie Davitt Report Founder & Chairman Martin Moodie about his early life, career journey, business and personal values, and much else besides in a warm and insightful conversation caught in the video below. 
