Mast-Jägermeister has updated the design of the location-named bottlings of its namesake liqueur flagship in the global travel retail (GTR) channel.
As well as introducing an “infographic” style to the packs for the City Labels series, the brand owner has also expanded the list of featured locations to 19, adding Antalya, Austria, Dublin, Iceland, Kuala Lumpur and Poland. The GTR-exclusive range, which launched in 2019, features a QR code on the back of each bottle that provides information about the featured location when scanned.
The bottles will go on sale from next month for a limited time, in GTR outlets across Europe and Asia. Global Drinks Intel has enquired about future plans for the SKUs.
“This latest evolution of our iconic City Labels is perfectly tailored and exclusive to the GTR market,” said Mast-Jägermeister’s GTR marketing director, Stephanie Cleary. “We engage our consumers with these high-impact, exclusive and collectable designs, offering a special twist to the regular 100cl bottle.”
In its full-year 2025 results, Mast-Jägermeister booked a slight rise in sales while projecting a “cautious outlook” for the months ahead.
