Mast-Jägermeister SE has unveiled a striking sculpture of the iconic cultural symbol of the Netherlands. The eye-catching Jägermeister Orange windmill is sited in a prominent position at the front of the Lagardère Travel Retail Amsterdam Schiphol Airport store.
Standing 1.6 metres high and made from 473 Jägermeister Orange miniatures, the Illuminated installation embraces oranjegekte or orangecraze, epitomising the high-energy celebrations of Kingsday (27 April), the national holiday which marks King Willem-Alexander’s birthday. On this day everyone wears orange, the national colour linked to the Dutch Royal Family, the House of Orange, and street parties, with music, dancing and festivities are held across the country.
“We launched Jägermeister Orange just one year ago and consumers love it,” says Mast-Jägermeister SE GTR Marketing Director, Stephanie Cleary. “It taps into the trend for lighter and fruiter and has already exceeded expectations in Global Travel Retail. Our on-going mission of The Orange Era is to create engaging in-store installations that appeal to travellers, encourage trial with liquid to lips offering ICE COLD shot samples, that in turn increase footfall and drive impulse purchases for our customers.”
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.
Jägermeister ORANGE combines the fresh and fruity taste of oranges and mandarins with a finely balanced bitterness. The essential oils are obtained from the peels of oranges and mandarins sourced from a selected region in Sicily. A particularly gentle extraction process is used to achieve a clear, balanced citrus profile. The clear glass bottle and the liquid’s distinctive orange colour ensure strong visibility both on the back bar and on the shelf, while the bottle’s shape and handling deliberately follow the iconic Jägermeister design.
