Mast-Jägermeister SE, the family-owned company and maker of the world’s most successful herbal liqueur is rolling out its Ice Cold airport activation to multiple locations in Europe and The Americas and introducing a new 350ml pack design, COOLPACK, which reinforces the campaign and perfect serve message.

Live this month in Barcelona, São Paulo and Rio de Janeiro airports, the activation welcomes passengers into an ice cold themed environment which brings to life the Jägermeister perfect serve, a shot served straight from the freezer at -18˚C. Travellers have the opportunity to engage and learn about Jägermeister, sample an ice cold shot and take part in a game.

Before the end of the year the month-long retail installation will be activated at Frankfurt, Vienna, London Heathrow T2, T3, T5, Manchester, Hamburg, Madrid, Buenos Aires and Cancun airports. Since its launch at Amsterdam Schiphol in February, the Ice Cold initiative has already featured in five other major European airports, including Copenhagen, Bucharest, Munich, London Gatwick and Düsseldorf.

Jägermeister COOLPACK combines the design of the Jägermeister bottle with the traditional freezer pack, highlighting the ice cold serve. It is flat and comes in the signature green livery in a lightweight PET material which makes it ideal for outdoor activities, such as summer festivals where glass bottles are banned. Available in selected domestic markets around the world, Jägermeister COOLPACK is now in travel retail in Gebr. Heinemann stores.

The latest IWSR data* shows that Jägermeister has stepped up from #13 to #10 within the international premium spirits brand listing in global travel retail.

“Travel Retail has proved to be the ideal environment to run the Ice Cold activation which has been extremely effective in terms of educating consumers on the perfect serve,” explains Mast-Jägermeister SE Director of GTR, Dietmar Franke. ”We are also delighted with the consumer reaction to Jägermeister COOLPACK. Travellers are always on the lookout for something new in store and this light pack, a permanent addition to our range, allows consumers to take Jägermeister with them wherever they go. It is already very popular and consumers intuitively understand how best to enjoy it – straight from the freezer.”

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.