Jägermeister has unveiled its new duty free store promotion focused around the perfect serve of Jägermeister: Ice Cold.
Launching this month at Amsterdam Schiphol Airport, which reported passenger numbers of 36 million in 2018, the pop-up is located in the prominent front of store position at the See Buy Fly Shop within Lounge One, which is operated by Schiphol Airport Retail, a joint venture between Gebr. Heinemann and the airport operator, Royal Schiphol Group. The activation sees passengers welcomed into an ice cold themed environment which creatively brings to life how Jägermeister should best be served: at -18˚ straight from the freezer as a shot.
Featuring the Jägermeister green and orange livery, the ice cold world is decked in frosting and icicles and manned by ice cold promotional characters giving the forecasted 2.7 million travellers that pass through Amsterdam Schiphol the opportunity to engage and learn more about the brand, sample an ice cold shot of Jägermeister and take part in a spin and win game.
“Ice Cold is our first ever global activation within the travel retail environment to focus exclusively on our perfect serve,” explains Mast-Jägermeister SE Director of GTR, Dietmar Franke. “We are being single-minded with our Ice Cold message to ensure that both loyal and new consumers truly understand Jägermeister and how it is best consumed. We are the only spirit brand that has this unique serve of -18˚ and our insight shows that consumers are looking for more guidance on how to best enjoy our brand.”
Live for one month, the Amsterdam Schiphol Airport Ice Cold activation runs from early February and then rolls out to other key airports travel retail stores across the globe.
Jägermeister, with an ABV of 35% is made from 56 different herbs, blossoms, roots and fruits. It 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.
Copyright The Duty Free Hunter 2020