Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
AUSTRALIA. Today’s selection comes from Lotte Duty Free Oceania, which has entered a vibrant new ‘Orange Era’ with the launch of an eye-catching Jägermeister activation at Melbourne Airport. The retailer shared the images via its official Instagram account.
The immersive Jägermeister Orange Experience celebrates the fusion of Jägermeister’s signature herbal recipe with the bright, crisp flavour of sun-ripened Sicilian oranges.
The activation is centred on the new Jägermeister Orange expression, launched in travel retail in April 2025.
It is the latest in a series of The Orange Era activations across the channel, following previous executions at Rome, London Heathrow, Madrid, Copenhagen and Frankfurt airports, among others.
The animation features bold orange branding, sense of place elements, engaging product displays and a dedicated tasting bar serving ice-cold shots to drive liquid to lips. The pop-up reflects the continued importance of experiential retail in the airport environment, creating stand-out retail theatre at the point of purchase.
It also underlines Lotte Duty Free Oceania’s focus on delivering activations that capture traveller attention and reinforce Melbourne Airport’s role as a showcase for memorable experiential retail. ✈
