Mast-Jägermeister has reported full-year results for 2025, with double-digit growth year-on-year from the travel retail channel.
The launch of Jägermeister Orange, supported by The Orange Era campaign drove incremental sales in all regions where it has been launched. Teremana Tequila continued to establish itself, with the travel channel playing an important role in the internationalisation of the brand.
Mast-Jägermeister Vice-President Global Travel Retail Tobias Witte said: “2025 was a successful year for Mast-Jägermeister in the channel, as GTR continues to be a focus market to deliver brand experiences to a global audience. We will continue to drive GTR with our brands and cutting-edge activations to engage and excite travelling shoppers worldwide.”
The company’s total revenue climbed by +1.8% year-on-year to €882 million.
A statement noted that Mast-Jägermeister “managed to buck the trend despite declining key spirits markets worldwide and has gained market share”. The growth driver was the strong development of the Jägermeister brand, which increased its sales volume by +7.7% to 9.2 million nine-litre cases in 2025, despite what it called “historically weak market conditions”.
In addition to a growing core brand, the Jägermeister Orange contributed to the growth figures. The new variant taps into the trend toward light, fruity and mixable spirits and has already exceeded five million bottles sold. In markets such as Germany, Austria and the Czech Republic, the product launch “is already considered one of the most successful spirits introductions of the past decade”, said the company.
In a persistently weak consumer environment, the core brand performed strongly across all regions worldwide, as well as in travel retail, CEO Michael Volke highlighted.
“In a year in which many globally significant spirits markets recorded declines, we succeeded in strengthening our position. Our depletions even reached record levels worldwide — an impressive testament to the strength of our brand. Jägermeister Orange has already exceeded our expectations. We are now leveraging this clear momentum and are consistently expanding the international rollout of the new variant.”
The global expansion of premium tequila brand Teremana also continued with the brand entering more than 20 additional countries in 2025. In the vital US market, category headwinds and continued inventory reduction weighed on performance, with sales volumes declining from 1.1 million to 1 million nine-litre cases.
Hamburg-based spirit Gin Sul—which has also been part of the Lower Saxony family-owned company’s brand portfolio since 2018—continued to “develop cautiously”, said the group. Last year, in a consolidating and challenging market environment, the brand launched new variants such as Lima Limão and Jardim do Paraíso.
Mast-Jägermeister said it was also advancing the development of an efficient, resource-saving and future-oriented production. The company is investing more than €17 million in the construction of a new CO₂ neutral barrel storage facility featuring state-of-the-art and environmentally-friendly technologies at its Kamenz site.
Outlook
Despite the expected continuous soft consumption and trading environment and global economic risks, Volke remained cautiously optimistic about business development in the current fiscal year.
He said, “We do not expect any tailwinds from international markets in 2026 and therefore maintain a cautious outlook. Nevertheless, the strong performance of our brands and our clear focus on consumers, innovation and operational excellence support our confidence that moderate growth is achievable.” ✈
