Jägermeister has unveiled its latest airport installation, a pop-up with Gebr. Heinemann Duty Free at Munich Airport to celebrate the return of the world’s largest folk festival, Oktoberfest, after a three-year absence.

This ‘The Secret is You’ activation brings Jägermeister and Oktoberfest to life for travellers and gets them into the party spirit. The space combines the traditional designs and icons of Bavaria with Jägermeister’s new global travel retail campaign, The Secret is You, a cutting-edge, digital art experience.

Within the zone, visitors are offered an ice-cold shot of Jägermeister, Jägermeister Manifest or Jägermeister Cold Brew Coffee and encouraged to discover more about Jägermeister. Travellers can buy a special edition Oktoberfest 2022 bottle of Jägermeister and play Jägermeister’s Wheel of Fortune, a twist on the traditional Oktoberfest game, to win signature ice-cold shots, mini beer mugs and the traditional snack, pretzels. The pop-up runs for eight weeks until 31 October and will reach one million passengers. 6,000 consumers will sample Jägermeister during that time.

Eurotrade Director Purchasing & Category Management at Munich, Nils Schirmer says: “Jägermeister is a valued partner and we are delighted to celebrate this world-famous German festival together. Munich Airport is extremely busy now and Jägermeister’s installation is a welcome attraction for visitors, driving sales and providing a great experience to consumers as they enter and leave the city.”

“This latest initiative reflects Jägermeister’s commitment to the GTR channel and increasing our airport presence,” says Mast-Jägermeister Director Customer Development, Hans Vogt. “We are delighted to collaborate with Gebr. Heinemann and Eurotrade to bring a taste of Jägermeister to Munich for Oktoberfest. Jägermeister is now ranked the eighth best-selling brand line according to the latest IWSR data1, proving our premium credentials as well as our commitment throughout the pandemic to consumers and customers. We will continue to invest and remain visible and look forward to accelerating our growth further in the future.”

The Secret is You campaign, launched in June this year, forms the basis of this activation and invites consumers to become Jägermeister artists. The digital art experience encourages people to express themselves by creating their own meister piece and sharing their experience on social media.

Munich’s Oktoberfest has been an important part of Bavarian culture since 1810 and this year takes place from 17 September to 03 October. During the celebrations, visitors drink locally brewed beer and enjoy attractions, games and traditional local foods.

Jägermeister has an ABV of 35% and was created by Curt Mast more than 80 years ago. The secret recipe remains unchanged; it is made from all natural ingredients and its taste characterised by hints of citrus, ginger and star anise, accompanied by a slightly bitter herbal note. The recommended serve is an ice cold shot at -180C, straight from the freezer.