Mast-Jägermeister has commenced trading at the first brand-specific outlet in the global travel retail channel for its namesake liqueur.
Located in Frankfurt Airport’s Terminal Three, which opened in April, the pop-up is split over two sites located on either side of the terminal’s main walkway. The privately-owned brand owner estimates that “up to” 5m travellers will pass ‘Destination Jäger’ and ‘Destination Meister’ during their 12-month tenure in the airport that officially started yesterday (7 July).
The focus of the concept, which has been created in partnership with GTR operator Gebr Heinemann as well as Frankfurt Airport Retail and Media Frankfurt, is on providing shoppers with experiential opportunities to learn more about the brand’s 90-year history and to engage digitally. ‘Destination Meister’ (above, left) has been put together by the company’s archivist, Florian Carl Eisenblätter, and features original print adverts and replicas of Jägermeister-sponsored motor cars. ‘Destination Jäger’ (above, right), meanwhile, houses an “AI-powered photo experience” that users can share on their social media channels.
“This is where retail meets brand experience: it has stopping power and consumer engagement at its heart,” said Mast-Jägermeister’s GTR VP Tobias Witte. “With this pop-up, we aim to combine strong visibility with a distinctive brand experience that stands out in a highly competitive environment and creates a lasting connection with international travellers.”
Four months ago, the company flagged what it called “historically weak market conditions” as having impacted its sales over the 12 months of 2025. Despite this, full-year sales registered an increase of 1.8% on calendar 2024, to EUR882m (then-US$1.02bn).
