DENMARK. German drinks house Mast-Jägermeister has partnered with Gebr. Heinemann for the exclusive roll-out of Jägermeister’s The Orange Era travel retail campaign in Copenhagen Airport Terminal 2.
Running over eight weeks until the end of February, the high-profile activation continues the global promotion of Jägermeister Orange, which debuted in April 2025.
Jägermeister Orange (33% ABV) is a smooth and fruity ice-cold shot, crafted for young adult consumers in search of a bold and innovative flavour experience.
Designed to maximise brand awareness, the campaign is executed through a series immerive pop-ups to drive trial, recruitment and sales.
Wrapped in bold orange, the activation invites travellers to engage with The Orange Era, capture their experience and select their own Orange-themed selfie background via a QR code.
To complete the journey, travellers can sample ice-cold Jägermeister Orange shots and take home gifts with purchase, from bucket hats to fanny packs.
The activation taps into increased airport traffic in January and February, aiming to reach more than 484,000 passengers.
Gebr. Heinemann Head of Spirits Buying Manuel Schilling said, “The Orange Era has fantastic appeal, in particular amongst the Gen Z audience.
“We are delighted to kick off the year at Copenhagen Airport with this striking campaign. It is extremely effective and clearly presents Jägermeister Orange to our customers and I am confident it will drive sales.”
Mast-Jägermeister SE GTR Marketing Director Stephanie Cleary added, “Copenhagen Airport is a strategically important location to introduce The Orange Era, a highly engaging campaign which immerses consumers in new and exciting Jägermeister Orange.”
The campaign is running simultaneously at Gebr. Heinemann’s duty-free stores and Travel Value shops at Munich Franz Josef Strauss Airport.
Jägermeister Orange is based on the original herbal liqueur made from 56 herbs, flowers, roots and fruits, blended with high-quality oil from Sicilian orange and mandarin peels. ✈
