Mast-Jägermeister is extending the presence of Jägermeister Manifest in European travel retail.
As reported, the line extension was first launched with Gebr Heinemann last year. Now the German family-owned drinks company is introducing Jägermeister Manifest across 29 European airports with several other travel retailers.
To underpin the development, the company has partnered with Dufry in several high-profile airport activations, including Barcelona–El Prat, London Heathrow and London Gatwick.
Mast-Jägermeister said Manifest, which is the first range extension from the company, is the world’s first super-premium herbal liqueur. The RRP is approximately €40 for a 1l bottle.
Jägermeister Manifest was four years in development. It is based on the original Jägermeister recipe but with a dual maturation process, more botanicals, and five macerates instead of four. “It is designed to be enjoyed as a sipping shot,” added Mast-Jägermeister.
The launch activations, which began last month and will continue throughout December, feature the slogan ‘Manifesting Greatness’. Elements include feature walls, prominent stand-alone displays and eye-catching branded bars offering tastings.
Travel retail-exclusive gift packs are available and come with a GWP of two Jägermeister Manifest shot glasses per unit.
Mast-Jägermeister Director Global Travel Retail Dietmar Franke said: “This listing with Dufry marks a major step in our ambitious growth strategy within the travel retail sector.”
This week, The Moodie Davitt Report Chairman Martin Moodie is in Wolfenbüttel, the home of Mast-Jägermeister. Follow his journey on The Moodie Blog and look out for extensive coverage in The Moodie Davitt e-Zine soon.
