Mast-Jägermeister, the maker of today’s famous herbal liqueur, continues to roll out The Orange Era, with its first installation of 2026 landing at Denmark’s Copenhagen (CPH) Airport Kastrup Terminal 2.
Running for eight weeks to the end of February in the Gebr. Heinemann store, The Orange Era is Jägermeister’s exclusive global travel retail activation campaign, promoting the introduction of Jägermeister Orange into the channel. Launched in April 2025, Jägermeister Orange (33% ABV) is a smooth and fruity ice-cold shot, perfect for young adult consumers looking for extraordinary taste experiences.
The Orange Era is a vibrant and bold, orange pop-up that captures the essence of Jägermeister Orange, driving awareness, trial, recruitment and sales. The inviting space, branded entirely in orange, allows travellers to experience The Orange Era and select their own Orange selfie background via a QR code. Visitors can sample an ice-cold Jägermeister Orange shot at the tasting bar and gifts with purchase, including Jägermeister Orange bucket hats & fanny bags, offer shoppers the chance to take The Orange Era spirit with them wherever they travel.
Of the two million passengers* predicted to travel through the airport during January and February, over 484,000 passengers will experience The Orange Era.
“The Orange Era has fantastic appeal, in particular amongst the Gen Z audience,” says Gebr. Heinemann Head of Spirits Buying, Manuel Schilling. “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.”
“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,” says Mast-Jägermeister SE GTR Marketing Director, Stephanie Cleary.
Shoppers at the Munich Franz Josef Strauss Airport Duty Free and Travel Value shops, which are supplied by Gebr. Heinemann, can also experience The Orange Era during the same period.
Jägermeister Orange is made with the base substance of the original Jägermeister, crafted from 56 herbs, blossoms, roots and fruits, expertly blended with high-quality oil from Sicilian orange and mandarin peels. With the iconic Jägermeister bottle, clear glass and bright liquid, Jägermeister Orange offers a striking look and feel.
