Mast-Jägermeister has launched a global travel retail-only campaign for its Jägermeister Orange liqueur extension.
‘The Orange Era’ initiative, which will run in partnership with GTR operator Avolta, features pop-ups in stores at airports in the UK and Spain, including London Heathrow and Gatwick, Manchester, Alicante, Madrid and Barcelona for four weeks and Ibiza for eight weeks. The push also includes a tasting bar to sample the 33% ABV orange-flavoured herbal liqueur, which was released to the channel in April.
At the end of summer, ‘The Orange Era’ will roll out to airports further afield from the company’s headquarters in Germany, including in the US and Asia Pacific.
Earlier this year, Mast-Jägermeister hired the former head of Rémy Cointreau, Frederic Pflanz, as the deputy chair of its supervisory board.
