One World, One Jägermeister


Herbal liqueur producer Mast-Jägermeister is introducing a new travel shopping-exclusive series of city-themed bottles.

The city range focuses on eight key international cities: Berlin, Hamburg, Frankfurt, Munich, Copenhagen, Amsterdam, Oslo and Vienna. Each edition depicts images of famous sites printed directly on to the Jägermeister bottle. There is also a discreet reference to local experiences hidden among the images. For example the music scene in Berlin and the lively nightlife in Hamburg. Furthermore, the city range will extend to include Istanbul, Moscow, Sydney and Auckland from autumn 2018.

Jägermeister said with this series it is targeting travellers who have an affinity with the cities and are looking for a ‘unique’ souvenir. The series, a reflection of the brand’s new premium look and feel, is a remix of an initial. And, a smaller collection of city bottles that launched in 2016. Besides that, the tagline for the new series is One World, One Jägermeister. It emphasizes that the liquid inside the bottles remains the same.

Mast-Jägermeister Global Travel Retail SE Director Dietmar Franke said: “Jägermeister is offering customers and travellers something completely unique in the market. As we continue to build on the momentum initiated at the start of the year within this channel. Also, we are excited to introduce this new and exclusive packaging that positively reflects the new brand identity for Jägermeister, instrumental in driving brand premiumisation.”

The launch follows hot on the heels of the brand’s ‘Mastered in Germany, Travelled Worldwide’ campaign unveiled earlier this year, another recognition of the specificity of the channel. Mast-Jägermeister has (perhaps belatedly) seen an untapped opportunity in global travel retail. The evidence suggests it is making up for lost time fast.