Mast-Jägermeister has expanded its City Labels range with a collection of travel retail-exclusive (TREX) bottles.
Available from June for a limited period, the updated collection features 19 location-themed bottles designed to offer travellers a commemorative keepsake linked to their journeys.
With over 500,000 City Labels bottles sold since its launch seven years ago, the new infographic-style design will celebrate a diverse range of cities, including Antalya, Austria, Berlin, Copenhagen, Dublin, Düsseldorf, Frankfurt, Hamburg, Iceland, Istanbul, Munich, Iceland, London, Norway and Poland in Europe.
In Asia Pacific, it will showcase Bangkok, India, Kuala Lumpur and Singapore.
The Antalya, Iceland, Austria, Dublin, Poland and Kuala Lumpur editions are new to the collection.
The redesigned bottles feature destination-inspired graphics and include an integrated QR code experience. Travellers can scan the code to access curated recommendations for local bars and restaurants, extending engagement with the brand beyond the point of purchase.
Consumers can also track and collect bottles from different destinations through a digital bottle passport.
Mast-Jägermeister SE GTR Marketing Director Stephanie Cleary said, “This latest evolution of our City Labels is perfectly tailored and exclusive to the global travel retail market.
“We engage our consumers with these high-impact, exclusive and collectable designs, offering a special twist to the regular 1L bottle.”
A Mast-Jägermeister study on international travellers revealed that 82% of participants responded positively to the bottle designs. Eight out of ten said they would purchase the limited-edition packs.
In addition, respondents noted that the “City symbols on labels give the bottle an extra special feeling”. ✈
Announcing The TREX Factor The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the series is being shown in multi-lingual form (led by, but not limited to, Chinese and English) on the Moodie Davitt STUDIO YouTube platform and our website with tailored versions on Xiaohongshu (Little Red Book/Red Note), Douyin (抖音), Instagram, LinkedIn and our dual WeChat platforms. In our worldwide premiere, resident ‘TREX Master’ Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores.Click on the YouTube icon to view. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
