Mast-Jägermeister SE, the family-owned company and maker of the world’s most successful herbal liqueur, is rolling out distribution of Jägermeister Cold Brew Coffee across all travel retail operators globally from this month and celebrating with a two-month campaign in six major European airports this summer.
Jägermeister Cold Brew Coffee is the perfect fusion of the original Jägermeister and intense cold brewed coffee, combining the all-natural aroma of the 56 herbs, blossoms, roots and fruits of the unique herbal elixir with intense Arabica coffee and notes of cacao blend to create a delicious, well-balanced shot. Jägermeister Cold Brew Coffee is geared towards Jägermeister enthusiasts, shot drinkers (LDA to 29) and coffee and chocolate lovers in search of new taste experiences.
The New Mix, New Beat in-store activation leverages the brand’s music credentials and is live now until the end of June in Dufry stores at London Heathrow and Dusseldorf and with Aelia at Rome and Prague airports. In September, the pop-up will be in Dufry stores in Barcelona and Istanbul airports for a further eight weeks.
The exciting activation invites passengers to feel the beat and create their own mix. The mixing session starts with an ice-cold shot (-18oC) of Jägermeister Cold Brew Coffee to awaken the beat, then guest DJs participate in remixing sounds with the futuristic and interactive REACTABLE DJ deck, broadcast in real time. Approximately 15,000 samples are expected to be served during the campaign.
The integrated programme encompasses digital communications online and in-store, outdoor advertising and staff education, as well as the highly engaging in-store initiative, designed to capture the attention of target consumers.
“We are really excited to roll out Jägermeister Cold Brew Coffee across global travel retail and delighted to bring it to life for travellers with this exciting interactive in-store initiative,” says Jägermeister Vice-President Global Travel Retail, Tobias Witte. “The initial launch phase has proven successful, meeting our expectations. We now really look forward to educating consumers and driving trial and sales. This campaign will raise awareness of Jägermeister Cold Brew Coffee and reinforce Jägermeister’s position as the number one shot brand in the world.”
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.
Jägermeister was created by Curt Mast more than 80 years ago and the secret recipe remains unchanged. Made from all-natural ingredients, its taste is characterised by hints of citrus, ginger and star anise, accompanied by a slightly bitter herbal note.
