Only six months after its launch, Jägermeister Orange has surpassed the milestone of 1m bottles sold in the German market.
According to IWSR data, this makes it the most successful spirits launch of the past decade in the country.
The success story of Jägermeister Orange began in March last year with the launch of the bright, fruity-fresh liquid in Czechia and Slovakia. Today, Jägermeister Orange is available in 15 markets, including Germany since April 2025.
In its home market, the brand achieved high visibility through cross-channel activation: Over 750m gross impressions were generated via an out-of-home campaign and consolidated media planning. More than 40,000 advertising placements across retail, public spaces and gastronomy made the new clear-glass bottle visible nationwide. A special highlight was an LED-lit mural in Berlin’s Sonnenallee.
In the gastronomy sector, the team from Wolfenbüttel introduced the ‘Orange Hour’ to encourage trial experiences, and Jägermeister Orange was also present at numerous festivals. The activation was complemented by a targeted e-commerce strategy, featuring exclusive pre-sale campaigns and matching merchandise from bar accessories to apparel.
Consumer demand exceeded expectations.
At Bar Convent Berlin last week, the brand’s owner, Mast-Jägermeister, celebrated the successful launch of Jägermeister Orange with trade visitors and partners. The company’s booth, designed in collaboration with the agency Dirk & Philipp, was a multi-sensory experience space combining LED animations, mirrored bars and nitro dispensers.
The stand showcased Mast-Jägermeister’s full portfolio, including the Jägermeister range alongside Gin Sul and Teremana.
