Mast-Jägermeister is heading to Asia for the next leg of the global roll-out for the coffee-flavoured addition to its namesake liqueur’s portfolio.
Three years on from its debut, Jägermeister Cold Brew Coffee will hit mainland China and “other Asian domestic markets” in September. Prior to this, the region’s Global Travel Retail channel will stock the extension, kicking off with a consumer-facing activation in China’s Hainan province, in the duty-free destination of Haikou.
The Jägermeister Hainan pop-up runs for a month and will also promote the flagship brand along with Jägermeister Manifest.
The pandemic-hindered release of Cold Brew Coffee kicked off in the US and UK in 2019 before moving into GTR in early 2020.
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