Mast-Jägermeister SE and Gebr Heinemann are celebrating the opening of Berlin Brandenburg Airport with a striking Jägermeister zone in the centre of the Schengen retail area.
The 23sq m shop-in-shop is designed to capture the spirit of Berlin and its deep, long-held association with Jägermeister. The space has been created by local artists, who have reinterpreted treasured Berlin icons, including landmark buildings and streets, as well as the renowned culture of the capital.
Store furniture, according to the partners, is reinvented to showcase Berlin’s “anti-establishment roots” with a bear and stag tableau symbolising the relationship between the city and Jägermeister.
Customers are offered a limited-edition commemorative 4cl miniature Jägermeister bottle, with a Berlin-themed label to commemorate the opening of the new airport.
The shop includes a mini replica of the Berlin TV tower recreated with Jägermeister miniatures. A separate branded back wall space is dedicated to Jägermeister and its range of products.
“Jägermeister is deeply connected with Berlin and is the perfect spirits partner for the launch of this exciting new retail space” – Gebr Heinemann Director Purchasing Liquor, Tobacco, Confectionery and Fine Food Rüdiger Stelkens
Gebr. Heinemann Director Purchasing Liquor, Tobacco, Confectionery and Fine Food Rüdiger Stelkens said: “We are delighted Jägermeister is sharing its heritage and association with the city in this way. Jägermeister is deeply connected with Berlin and is the perfect spirits partner for the launch of this exciting new retail space.
“The Jägermeister space depicts Berlin beautifully and celebrates its very individual personality.”
“Jägermeister is working with Berlin Brandenburg Airport and Gebr. Heinemann to set an example of optimism and build for the future. We are always looking to deliver memorable brand experiences and passengers travelling through Berlin Brandenburg Airport will be immersed in the spirit of Berlin thanks to Jägermeister” – Mast-Jägermeister Head of Customer Development Global Travel Retail Hans-Manuel Vogt
“The long-anticipated opening of the new airport is an important milestone, not only as a major new international airport, but also as a beacon of hope in the current global travel crisis,” added Mast-Jägermeister Head of Customer Development Global Travel Retail Hans-Manuel Vogt.
“Jägermeister is working with Berlin Brandenburg Airport and Gebr Heinemann to set an example of optimism and build for the future. We are always looking to deliver memorable brand experiences and passengers travelling through Berlin Brandenburg Airport will be immersed in the spirit of Berlin thanks to Jägermeister.”
The store will feature Jägermeister, Jägermeister Manifest – the first range extension for Jägermeister –and Jägermeister Cold Brew Coffee which made its debut in global travel retail exclusively with Gebr. Heinemann in January 2020.
The space will operate until December 2021.
As reported, Mast-Jägermeister was a Gold Partner of the recent inaugural Moodie Davitt Virtual Travel Retail Expo.
Its impressive stand, which featured ‘live’ mixologists, highlighted the company’s history, its herbal recipe and its core Jägermeister range, including Jägermeister Manifest and the new Jägermeister Cold Brew Coffee.
Jägermeister also offered a superb live Masterclass from the brand’s Global Brand Ambassador Nils Bose in an Engagement Lounge Virtual Bar session.
The interactive session explored Jägermeister, Jägermeister Manifest and Jägermeister Cold Brew Coffee, with Bose presenting his insights and tips on how to drink and mix the brand with participants.
Readers are invited to view the Masterclass in the video below.
