CHINA. Mast-Jägermeister has partnered with China Duty Free Group (CDFG) to launch the Jägermeister Cold Brew Coffee into Asia Pacific travel retail. The expression is being celebrated with a dynamic activation at the Haikou Mova Mall.
The pop-up celebrates the month-long pre-launch of Jägermeister Cold Brew Coffee in Hainan before it rolls out to other CDFG locations this summer. This will be followed by a launch into the Mainland China domestic market and other key Asian markets from September.
The striking two-storey pop-up takes centre stage at the Haikou Mova Mall. The 65sq m space, dressed in a black, green and orange colour palette, reflects the same colour scheme of the Jägermeister Cold Brew Coffee blend.
The pop-up features several compelling retailtainment elements which include games, art installations and photo-opportunities. The ‘New Mix, New Beat’ experience is a standout feature that invites travellers to create their own mix by listening to the beat of music.
The experience starts with an ice-cold shot of Jägermeister Cold Brew Coffee served at -18oC. Guest DJs enhance the experience by remixing sounds via a DJ Deck and broadcasting them in real-time.
The partners expect to serve 100,000 samples of Jägermeister Cold Brew Coffee during the activation period.
The striking animation is the brand’s largest in travel retail. It also serves as the regional launchpad for Jägermeister Manifest, a super-premium herbal liqueur introduced in 2017, which represents the brand’s first-ever range extension.
“We are delighted to partner with Mast-Jägermeister, not only as the first travel retail operator in Asia to offer Jägermeister Cold Brew Coffee but also as the launchpad of this exciting product in Asia,” commented China Duty Free Group President Charles Chen.
“We look forward to introducing Jägermeister Cold Brew Coffee to shoppers and to sharing this exceptional and impactful activation in Hainan.”
Jägermeister Director of Customer Development François Picquot added, “This is the biggest, coolest interactive activation Mast-Jägermeister SE has ever done in travel retail. This campaign is a sensational celebration, designed to capture the attention of target consumers and bring Jägermeister Cold Brew Coffee to life.
“It will raise awareness of Jägermeister Cold Brew Coffee and reinforce Jägermeister’s position as the number-one shot brand in the world in arguably the world’s most important travel retail market.”
The Jägermeister Cold Brew Coffee combines the classic Jägermeister herbal liqueur with intense Arabica coffee and cacao. The expression was designed to appeal to Jägermeister fans, shot drinkers, chocolate and coffee connoisseurs. It blends the natural aroma of 56 herbs, blossoms, roots and fruits with Arabica coffee to create a well-balanced shot.
As reported, Jägermeister Cold Brew Coffee (33% ABV) made its debut in global travel retail exclusively with Gebr. Heinemann in January 2020, following its launch in the UK and US domestic markets in September 2019.
The New Mix New Beat campaign also rolled out with Gebr. Heinemann during a four-month European airport campaign in September 2020. In addition, it is currently running at London Heathrow and Düsseldorf airports with Dufry and at Rome and Prague airports with Aelia Duty Free until the end of June.
The launch into Asia Pacific travel retail, starting with China Duty Free Group, is part of the brand’s global roll-out plan.
‘New mix, new beat’ for Jägermeister in Haikou
In the latest episode of its popular ‘Weekly Shop Visit’, our colleagues at New Hainan bring exclusive video coverage from the Jägermeister Cold Brew Coffee pop-up activation.
New Hainan is owned by Hainan Hinews Media Co, The Moodie Davitt Report’s strategic partner in Hainan province. The two media houses, leaders in their respective fields, have an exclusive information-sharing alliance to bring coverage of Hainan’s booming offshore duty free sector to the widest possible Chinese and international audience.
In the video above, colleague Lu Tianqin, Chief TV Host of Hinews.cn Media and Head of the Duty Free Channel, visits the activation and discovers more about the line extension.
Ms. Lu interviews Jägermeister Brand Ambassador Chen Xin, samples the new line and enjoys a slew of eye-popping art installations.
Chen Xin notes that the activation is designed to feel like an outdoor summer party and to embody Jägermeister’s cool, carefree attitude and the spirit of ‘New Mix, New Beat’. “We hope that customers will have a great time and find their inner ‘Master Hunter’,” she comments, adding, “We want to thank CDFG for their support and providing the space for this pop-up.”
Lu Tianqin also discovered that Jägermeister Cold Brew Coffees can be mixed with sparkling water, iced tea or a wide range of alternative mixers and cocktails.
Footnote: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province. Click here to view all back issues. Please email Kristyn@MoodieDavittReport.com to subscribe.
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