Jägermeister, the world’s most successful herbal liqueur, is partnering with China Duty Free Group (CDFG) to launch Jägermeister Cold Brew Coffee into Asia.

Jägermeister Cold Brew Coffee (33% ABV) is making its first appearance on the continent, kicking off with a month-long activation in Hainan before being rolled out over the summer into other CDFG locations, extending into mainland China and other Asian domestic markets from September.

The activation is a dynamic, large, steel, two-storey structure in a central plaza in the Mova Mall, Haikou. The 65 sq m installation is interactive with multiple photo opportunities, as well as the exciting music experience, New Mix, New Beat, which 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 100,000 samples are expected to be served during the campaign. Social media and digital activity will reinforce and amplify the Hainan launch.

The Jägermeister Hainan pop-up will also showcase Jägermeister and Jägermeister Manifest, the world’s first super premium herbal liqueur and the brand’s first range extension.

China Duty Free Group President, Charles Chen says: “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. We look forward to introducing Jägermeister Cold Brew Coffee to shoppers and to sharing this exceptional and impactful activation in Hainan.”

“This is the biggest, coolest interactive activation Mast-Jägermeister has ever done in travel retail,” says Jägermeister director of customer development, François Picquot. “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.”

Jägermeister Cold Brew Coffee was launched initially in the US and UK domestic markets in 2019 and in select travel retail stores in 2020. This expansion into Asia duty free is part of Jägermeister Cold Brew Coffee global roll out which started earlier this summer with an in-store activation campaign at six European airports.

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.

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.