Mast-Jägermeister has launched a travel retail-exclusive collection of location-themed bottles underlining its focus on destination-led storytelling in Asia Pacific.
The collection, to be presented at the TFWA Asia Pacific Exhibition & Conference (11-14 May), features designs inspired by key regional markets, including Singapore, Kuala Lumpur, Bangkok, India and Vietnam.
The Singapore edition incorporates a QR code-enabled experience, allowing travellers to access curated local recommendations, including bars and restaurants.
Alongside the exclusive bottle series, Mast-Jägermeister will showcase its expanding portfolio with a focus on Jägermeister Orange and Teremana Tequila.
One year on from its launch, Jägermeister Orange continues to scale in global travel retail. The line’s expanding distribution footprint is supported by dynamic ‘Orange Era’ activations rolling out across 2026. These include permanent and temporary installations at major airport locations, such as Hong Kong, Singapore, Hainan, Beijing, Delhi, Hyderabad and Kuala Lumpur.
Bottled at 33% ABV, Jägermeister Orange blends orange and mandarin citrus notes with Jägermeister’s signature herbal profile.
The expression is designed to appeal to younger adult consumers seeking new taste experiences. Mast-Jägermeister said that the Orange Era campaign targets awareness, trial and conversion, particularly among Gen Z travellers.
Since 2024, the Jägermeister brand has earmarked Asia Pacific travel retail as a focus region. It has been developing across key international hubs and second and third tier airports in China, through innovation and brand activations.
“Jägermeister’s innovation is driving our success in the region,” commented Mast-Jägermeister SE APAC GTR Director of Customer Development Francois Picquot. “Global travellers have embraced our new expanded portfolio and we look forward to sharing our success with partners at the show.”
Premium tequila brand Teremana, founded in 2020 by Dwayne ‘The Rock’ Johnson, is also gaining momentum in the region, the company said. Teremana is a hand-crafted, small-batch tequila and the range includes three expressions, Blanco, Reposado and Añejo.
The brand is extending its presence with new listings across Vietnam, China and India, supported by an increased programme of activations. Throughout 2026, activations will increase and include new locations, such as Vietnam’s Jeju Island.
Mast-Jägermeister SE GTR Marketing Director Stephanie Cleary commented, “Consumer engagement is at the heart of what we do, appealing to all audiences, but especially Gen Z and Millennials who are looking for high-impact displays, education and experiences as they travel.
“We invite our visitors to post their own Share The Mana message on our Teremana Wall.” ✈
Footnote: The Moodie Davitt Report is delighted to announce the forthcoming launch of a breakthrough business-to-consumer (B2C) video series called The TREX Factor, focused entirely on travel retail-exclusive (TREX) products.
Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the series will be shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube platform with tailored versions on Douyin (抖音), Instagram and links through our dual WeChat platforms.
Click on the YouTube icon above to view the introduction and look out for Episode 1, publishing this week.
