Jägermeister is launching a year-long, dual pop-up activation in the new Terminal 3 at Frankfurt Airport, made possible through its partnership with Gebr. Heinemann, Frankfurt Airport Retail and Media Frankfurt.
Positioned at the entrance of Pier J, the concept is designed to engage up to five million international travellers over a 12-month period and marks the brand’s first fully immersive airport activation, combining retail, storytelling and digital interaction.
The activation is split into two complementary spaces – “Destination Jäger” and “Destination Meister” – reflecting the duality of the brand.
“Destination Jäger” focuses on forward-looking interaction, featuring a large LED installation and an AI-powered photo experience that places visitors in customised Jägermeister worlds, which can be shared instantly. Opposite, “Destination Meister” takes travellers through key brand moments – from its origins as a herbal liqueur to its role in global motorsports, music and lifestyle culture.
Both spaces culminate in product sampling and a curated retail offer, including travel retail exclusives, limited editions and branded merchandise. Available products include Jägermeister Orange, Cold Brew Coffee, 9556, the Frankfurt City Label and selected gifting propositions.
Frankfurt Airport Retail Managing Director Karl Grünewaldt comments: “Frankfurt Airport is one of the world’s leading international hubs, with over 30 million passengers annually. Terminal 3 provides the ideal setting for strong brand partnerships that enhance the passenger experience. The Jägermeister activation supports our ambition to create a high-quality and engaging retail environment.”
The activation is supported by a multi-stage media presence in collaboration with Media Frankfurt, guiding passengers from the departures hall to the main shopping area and along Pier J, ensuring continuous brand visibility throughout the airport journey.
“Travel retail is a strategically important touchpoint for building global brands,” says Michael Volke, CEO of Mast-Jägermeister SE. “With our presence in Frankfurt’s new Terminal 3, we are creating an experience platform that connects Jägermeister with international audiences in a highly relevant moment of travel. As a family-owned company with German roots, it is particularly meaningful for us to bring this concept to life in our home market.”
“This is where retail meets brand experience: it has stopping power and consumer engagement at its heart,” says Mast-Jägermeister SE Vice-President GTR Tobias Witte. “With this pop-up, we aim to combine strong visibility with a distinctive brand experience that stands out in a highly competitive environment and creates a lasting connection with international travellers.”
