Mast-Jägermeister is set to treat TFWA Asia Pacific visitors to new products in Singapore next week (Level 2, F2). While its premium herbal liqueur will continue to demand attention, the German liquor company will also highlight Teremana tequila, along with super premium Gin Sul.
The company noted the success of Jägermeister’s core range, which includes Jägermeister, Jägermeister Cold Brew Coffee and Jägermeister Manifest, in the Asia Pacific region. Its limited-edition, ultra-premium expression 9556 Nights of Exploration, launched in November 2023, is now available in selected locations in Asia.
Mast-Jägermeister Vice-President Global Travel Retail Tobias Witte said: “Jägermeister’s double-digit growth in travel retail is a testament to the strength of the brand, supported by cutting-edge consumer campaigns.
“Consumer engagement is at the heart of what we do, appealing to all audiences, but especially Gen Z and Millennials who are looking for engaging displays, education and experiences as they travel.”
In the region, Jägermeister will roll out its successful The Secret is You activation to selected key airports this year. The campaign invites consumers to become Jägermeister artists through a pop-up digital art experience which encourages people to create their own masterpiece and share on social media.
A mini The Secret is You activation will feature on the Mast-Jägermeister stand at the Singapore event.
Mast Jägermeister underlined its commitment to the Asia Pacific region, with increased permanent visibility at key airports, including Beijing, Mumbai, Delhi, Hyderabad, Singapore and Kuala Lumpur.
As co-owner and exclusive distribution partner of Teremana tequila, Mast Jägermeister will feature the brand’s full range – Blanco, Reposado and Añejo – at TFWA Asia Pacific. The premium tequila, founded by Hollywood superstar, businessman and former professional wrestler Dwayne ‘The Rock’ Johnson, has enjoyed “unprecedented success as the fastest-growing tequila brand in the world since its launch in the US in 2020”, said the company.
As reported, Teremana is featuring in standout activations in European travel retail, following its launch at New York JFK Airport in March.
Mast-Jägermeister APAC Global Travel Retail Director of Customer Development Francois Picquot commented: “The tequila category is still very new in Asia but most domestic markets have seen a huge increase in demand and we look forward to establishing it as one of the key tequila brands in the region.
“We are delighted to be back at TFWA Asia Pacific, following our success at last year’s show and look forward to meeting our partners and customers. Together we will taste our exciting extended portfolio and experience Jägermeister’s mission to provide the ‘Best nights of your life – today and tomorrow’.” ✈
