Jägermeister doubles destinations in duty-free themed bottle range.

Mast-Jägermeister SE, the family-owned company and maker of the world’s most successful herbal liqueur is extending its duty-free exclusive series of city-themed bottles as it continues to increase its focus on travel retail and its in-store presence in global airports.

The range has been extended from the original 12 international cities launched last year (Berlin, Hamburg, Frankfurt, Munich, Copenhagen, Amsterdam, Oslo, Vienna, Istanbul, Moscow, Sydney and Auckland), to include an additional 13 destinations, all key international travel hubs for Jägermeister consumers.

The new locations include London (Heathrow, Stansted & Gatwick airports), Düsseldorf, Barcelona, Madrid, Prague, St Petersburg, Rio de Janiero, Buenos Aires (2 airports), Singapore, Hong Kong, Auckland and also Portugal (Lisbon & Porto), and Canary Islands (7 airports). All designs depict famous sites printed directly on to the bottle, with a discreet reference hidden amongst the images to local experiences or urban myths. The London bottle features Mary Poppins, umbrella in hand, floating above the London skyline and the Buenos Aires bottle features a couple dancing the tango on a rooftop.

Originally available only in Gebr. Heinemann stores, the range is now also listed with Dufry and Lagardère. The bottles are 1L and sold at the same price point as the core Jägermeister bottle.

The playful and contemporary approach appeals to travellers who have an affinity with the cities and are looking for a unique souvenir. The tagline for the new series, One World, One Jägermeister, emphasises that the liquid inside remains the same.

Mast-Jägermeister SE Head of Business Development Global Travel Retail, Hans Vogt says: “We are delighted with the response by consumers to our City Labels range. Last year they accounted for over six per cent of sales and are helping to drive brand premiumisation and incremental sales.”

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.

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. The recommended serve is an ice cold shot at -18 degrees, straight from the freezer.